The Good Feet Store
Establishing a lead generation system for a niche orthotics brand.
Background
Since establishing themselves as America’s #1 Arch Support® Experts with stores located in multiple cities across the U.S, The Good Feet Store has carried their cause beyond borders. Growing into a network of over 100 individually owned and operated stores around the world including Australia, they continue to help people who suffer with restricted mobility due to foot, knee and back pain by offering arch supports, insoles and specialty therapeutic shoes and custom fitting Orthotics.
The Challenge
The Good Feet Store joined forces with SearchMax to improve quality of people’s lives. Two feet at a time. Our task was to increase brand awareness in Australia and focus on gaining qualified leads which were expected to translate into an increase in month-on- month sales performance.
Our Approach
We rebuilt the Google Ads account, starting with search campaigns. Our goal was to maximize brand reach and stimulate awareness of the products, while creating a solid lead generation funnel.
Leveraging the store locations, we linked the search campaigns to Google My Business. This meant advertising could be correlated to the local store when one was available. By doing so, consumer trust was built, as was a cheaper cost-per-click.
With the no obligations fitting as our hook, we were proactive in revitalizing ads across Google to ensure the message was clear and compelling. The low barrier to commitment was beneficial in earning clicks but when it came to attracting quality leads, we needed deeper targeting options as a safer bet.
Given the brand and profille of their audience, we suggested adding social media advertising to the mix. Using the Facebook Ads platform we were able to home in on their audience with clarity, offering a simple solution to daily aches and pains.
Overall the combination of both platforms created a surge in buyer activity which went on to boost overall sales.
Results
In less than 6 months, leads from paid advertising increased by over 50%. Within 9 months, we achieved the astounding lead growth of 380% with an increase in overall lead to sales conversions by 6% which was beyond client expectations. All of which was achieved while bringing down the cost-per- click by 62%.
The Good Feet Store has since expanded from 2 stores to all 7 locations in Australia.