33%
increase in
conversion rate
over 6 months
4x
conversion rate
for the UK market
50%
increase in
conversions
50%
cost reduction
per conversion
in US markets
TMF Group Case Study
The TMF Group operates in more than 120 offices in over 80 countries and employs more than 6,500 qualified accountants, lawyers, corporate secretaries, HR and other professionals.
Anicca was appointed to spearhead an international PPC project to drive leads to their new website.
Objectives
- To use AdWords in the UK to engage with new customers earlier during their research cycle
- To trial the US accounts to test the potential of TMF services in international markets
- Maximise leads in their new markets
- To train TMF’s staff to understand advanced conversion tracking and insights
Our solution
We created English campaigns targeting US and UK market across both Bing and Google. Ads were then localised in both countries. We used broad match terms to investigate the market and expand the account, then reduce reliance on broad match and introduced negatives to reduce CPA.
Support and training was provided to both TMF’s UK and international teams
Results
- Tripled conversion rate over 6 month period since Anicca took over account
- 4X conversion rates for the UK market, achieving target cost per lead of below KPI target of £100
- 50% increase in conversions and halved cost per conversion in US markets
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