Although social media platforms are a good option for SMEs breaking into the digital marketing arena, Google Ads can also deliver an exceptional return on investment.
“We spent £13,930.22 on Ads which returned 548 enquiries through our websites, which works out at an average cost of £25.42 per enquiry,” says Elliott Gardner, in-house marketing manager at van leasing and hire company Low Cost Vans. “On Facebook we spent £7,909, which returned 456 enquiries, which works out at an average of £17.34 per enquiry.
“We had 1,093 enquiries that month, and 1,004 of these were PPC. Our conversion rate from enquiry to sale was 14.91%,” says Gardner.
Tom Dean, MD of print firm Screentec, outsources his digital marketing to Webfibre.
“Our digital marketing spend is approximately 7% of the return we get, so it’s a fantastic return on investment,” he says.
“We convert about 20% of the enquiries that we get through. Last year, the return from our digital marketing spend was £450,000, sourced purely from web advertising.
“We use a range of platforms and Google Ads has performed really well for us; we can’t throw enough money at it. But we wouldn’t have been able to get these results in-house – we don’t have the expertise.”