A Redesigned Funnel, Tailor-Made Results
The Client
Interior design is a booming industry. That’s good news for interior designers, but it can be hard for them to efficiently operate and scale their businesses as they strive to meet this growing demand.
Fortunately they can turn to Design Manager, a leader in interior design business software and the industry’s only end-to-end solution for managing all aspects of an interior design firm. And as Design Manager, itself, grows and invests in its own resources to support the industry, they needed to revamp their customer-acquisition funnel.
So they turned to Electric Kite to overhaul their paid search strategy and restructure their analytics to do what all businesses want to do: Fill their funnel with high-quality leads.
So that’s what we did.
Our Role
- Analytics Audit & Implementation
- Paid Media Strategy & Planning
- Paid Search Management & Optimization
The Work
Generating Strategic Insights
We dove headfirst into Design Manager’s analytics setup and quickly identified gaps in conversion tracking, allowing us to implement enhanced tagging for lead generation and attribution.
Next, we analyzed their keyword performance to understand both ad-level efficiency and lead quality. Then we identified that their paid search campaigns were optimized around button clicks as the key conversion, leading to inflated data and low-quality leads.
With these learnings in hand, we leveraged our new and improved conversion tracking to instead optimize toward lead capture, which better aligned with Design Manager’s business goals and paid search’s role in their funnel.
Then, we restructured campaigns, ad groups and keywords to reduce redundancy and cannibalization, enhance our ability to make optimizations, and maximize learnings within the Google platform.
Finally, we adjusted our initial bid strategy to Max Conversions, leading to an immediate drop in cost per acquisition. As we gathered more data, we transitioned to a Target CPA strategy to maintain budget efficiency while scaling and sustaining long-term results.
The results? Lead volume shot up and cost per acquisition dropped dramatically.
That’s good for Design Manager — and great news for interior designers who are discovering the support they need from a company they can trust.
