Fearless

Key Performance

• Lowered CPA by 80%
• Maintaining a CPL (Cost per Lead) of £28
• Maintaining a PPC conversion rate of 12%

Work Overview

Fearless provides leading training in presentation and public speaking skills to B2B and B2C customers.

Totuus started working with Fearless in Summer 2024 and following a data analytics project, have managed to establish PPC as a profitable driver of qualified leads.

The Challenge

Fearless needed to refine their paid media strategy against better onsite conversion data to align key bidding against lead generation objectives.

This meant understanding what keywords and messaging was providing the best CPL across Google and, more recently LinkedIn for a set of services applicable to multiple sectors.

Totuus’ response

The basics done right

It was crucial that Fearless had firm tracking of lead contact forms and onsite lead magnets in order to simply understand which marketing channels and campaign tactics were working so we set up a full site tagging initiative with  of Google Analytics and all other relevant marketing tags, ensuring that the quality, services specific data was reaching all paid platforms platforms and matched against real customers. Achieving this, we were able to provide all available product and revenue data against ads, keywords and other variables within the ad accounts.

Using the multi-session attribution features of Google Analytics we were able to measure conversions at the user level, shared among organic and email channels alongside our campaigns, further maximising attribution against ads and the products they promoted.

Following the leads

With the implementation in place, we simply followed the leads, building awareness on social and working on optimisations across PPC tactics. We conducted ongoing analysis of keywords and messaging against products to ensure all product related spend was hyper-focused, and over 4 months we achieved the performance noted above.

Thanks for reading

A huge thanks to Carrie and the rest of the Fearless team for putting their trust in us to work with them on this, we’re looking forward to breaking new ground in the coming months.

If you're interested in Public Speaking  & Presentation Training for you or your team, Fearless might be a good fit. You can find them at fearless.online