40% reduction in cost per lead across 20 brands.
The situation
InvoCare is the largest funeral home group in Asia Pacific, operating over 40 brands. They needed to localise and improve Google Ads performance for 20 brands in New Zealand, each with its own market, audience and keywords. There was no structure holding the 20 together, so performance was inconsistent and cost per lead was too high.
What we did
We built a single framework for running 20 localised campaigns. Each brand has its own, built around its geography and the audience it serves, and the portfolio is managed as a whole.
Comparing one brand's cost per lead against another's only means something if every brand is measured the same way, so we manage the tracking and tagging behind the campaigns as well, across both paid search and paid social.
The results
Cost per lead dropped 40%. Clicks increased 77% from less than 8% more spend. InvoCare's NZ brands now hold top 1-2 positions for their most important keywords in every major city.
We wanted better results with our Google Ads activity - and we got it! Isaac and the team took their time to understand our brands, our industry and our challenges and then quickly provided some localised solutions. 3WH carefully migrated numerous brands to new ad campaigns, while always keeping a holistic approach.— Gerard, InvoCare
Managing dozens of ad accounts?
Let's talk about what we can do for you.