Case Study

LRQA

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Certifying The World, One Lead At A Time

Lead Generation

Headquartered in Birmingham, England, LRQA is a leading B2B global assurance provider that offers expertise in certification, brand assurance, cybersecurity, inspection, and training. From independent auditing, certification and training; to technical advisory services; to real-time assurance technology; to data-driven supply chain transformation, LRQA offers innovative end-to-end solutions which support its clients as they build safer, more secure, more sustainable businesses.

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“The team is professional and very responsive. HOP team works with their client as partners. They helped me to upgrade our website and created great content on social media. They understand exactly what you want and deliver more value. I highly recommend HOP for anyone who wants to improve their businesses.”

– Hasan Surve

Area Marketing Manager – SAMEA

LRQA

THE CHALLENGE

When LRQA reached out to Home of Performance, they were struggling with a dwindling number of leads generated from their current digital campaigns and low conversion rates.

When LRQA reached out to Home of Performance, they were struggling with a dwindling number of leads generated from their current digital campaigns and low conversion rates.

The objective was to –

  • generate more high-quality leads and increase monthly conversion rates
  • achieve 100+ registrations for B2B certification services in Inspection Services & Business Assurance within 2 months
  • register a 20% increase in generated leads MoM within a 02-month period
  • decrease the average Cost Per Registration (CPR) by 10%
  • increase monthly conversion rate within given target markets by 1% when compared to the existing rate of 0.5%

THE SOLUTION

Our strategy included restructuring campaigns to have a more localized campaign structure as per geo-location and to use these localized campaigns to accelerate lead generation in selected neighborhoods.

Here are some measures that we adopted –

  • Restructuring –Restructuring paid campaigns so that they had a more localized campaign structure as per geo-location
  • Keyword Research –Monitoring daily SQR and adding relevant keywords for the campaign based on the search results
  • Engaging Content –Creating better quality ad creatives and content assets that are customer-centric in order to attract high-quality leads
  • Ad Extensions –Adding sitelink extensions for relevant sub-pages such as training and skill assessment, in order to attract high-quality leads
  • Campaign Localization –Using localized campaigns to accelerate lead generation in selected neighborhoods

THE IMPACT

We exceeded set expectations and over-achieved every objective set at the start of the project.

Here is an overview –

  • 65% increase in generated leads (month-on-month)MoM, surpassing KPI by achieving 33 more leads than projected and exceeding the 20% increase goal
  • 32% decrease in the average Cost Per Lead (CPL) during the second month, while initial goal was to decrease at least by 10%
  • One of their target markets, India performed 3x better than the previous month, recording 19 leads over the campaign period, the highest number of leads market-wise

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