Paid search case study - ROPO analysis

Understanding where the budget is being spent and bookings are coming from in a ROPO market.

The brief

SKN approached us as they were spending £100k+ per month on PPC and struggling to connect the dots with media spend, enquiries and bookings. 

Our remit was to optimise the search and social accounts and work with the internal stakeholders to better understand the ROPO (Research Online, Purchase Offline) journey of converting customers.

With new branches added to the estate every month, the challenge was difficult as the target was never static.

We completed all works when COVID started in March 2020.

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Our strategy

What results did we achieve

Reduced blended CPA by 34%
We reduced the blended CPA from £21.22 to £13.99. This is a real world cost saving of over £7 per enquiry.
Attribution of £5.87 to research

Our ROPO modelling shows the average walkin spends ~£5 online prior to booking. Valuable information.

Increase YoY conversion rate by 45%

Targeting the audiences and messaging increased the conversion rate to over 8% across all customer journey paths.

What our customer said about their campaign

"The team at Marketing Signals did an amazing job for us. They really helped us to understand where our media budget was being used and where it could be best used in the future. We would 100% recommend you use them to help you crack the PPC challenges you may be having."
amrit gill
Amrit Gill, eCommerce Director
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