JW Surety Bonds

Objectives

JW Surety Bonds a nationwide company that offers state specific surety bonds came to Blue Fountain Media to rebuild their PPC Marketing strategy.

Methodology

The project started with an in depth PPC audit by our marketing team to examine the current PPC Marketing strategy. Our findings indicated that the campaign problems were caused by improper geo-targeting. There was one campaign with individual ad groups for every state with the homepage as the landing page for each ad group. This type of set up was ineffective because it didn't take into account that people searched region specific and not nationwide for their products.

The first step was to research the search volume for each bond type in each state to form a comprehensive bidding strategy.

The next step was to target bond types at the state level. We created ad groups for each bond and ran ads with state specific calls to action. The new ads better matched user search intent, which in turn increased conversion rates.

The last step was to create a specific landing page for every individual state and bond types they offered. Now JW Surety could run ads that were both state and bond specific.

Results

In a few weeks JW Surety started seeing amazing results:

• Conversion rates increased by 93%
• Cost per conversion dropped 23%
• Increased the number of conversions by 15%
• Ad spend decreased by 13%