Care For Kids said “Intender has succeeded where large agencies failed”
“Intender succeeded where large agencies have failed – they have lowered our CPA by 80% and increased leads by 46% – by focusing on what people want first, rather than what clients want to say.”
– Ash Sachdev CEO
Care For Kids is a national comparison service that specialises in helping parents find suitable childcare centres, daycare options, and babysitters. They approached Intender to enhance their lead generation strategy and acquisition by addressing gaps in their existing approach.
There is a complex path to purchase/enquiry, with 15,000 locations, with varying capacity, competition & CPLs
The distributed locations of centres and the lack of automation within the account before Intender was resulting in a negative ROI across the paid activity. The challenge we faced was the need for all centres to hit a minimum of enquiries whilst also lowering paid media spend levels.
The challenge we faced was the need for all centres to hit a minimum of enquiries whilst also lowering paid media spend levels.
Develop a customised and proprietary external automation platform that turned Google Ads (SEM) on and off based on individual centre performance and their SEO lead-pacing. Platform takes into account:
Model is based on lifting all centres to meet minimum promised leads for each centre, delivering at least 4 leads per month. Continually updated logic along the way, taking into account new criteria
System works with Google Ads editor intelligently by ‘listening’ to external data sources such as Google Analytics, Google Ads, Search Console & SEMrush (market & competitor data).
We achieved 81% drop in CPL across total Search (SEO + SEM), with leads increasing by 54%. After only 10 months the CPA dropped to an all-time low of 81% below baseline. As a result, the client had the luxury of reinvesting a large portion of the original budget into Brand marketing.
Not only did Intender achieve business requirements where other agencies had failed, they achieved a 40% reduction in required media spend. Improved intent quality lifted the conversion rate by 26%. This alone proved that Search has potential to drive quality over quantity.
Media wastage was reduced 34%, equating to 2,200,000 impressions & 308,000Wh of energy saved.
We’d love to help your brand reach its performance goals. Reach out and we’ll organise an initial strategic session.
