TMF Group


increase in

conversion rate

over 6 months


conversion rate

for the UK market



increase in




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.


  • 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


  • 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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