It's A Mad, Mad World

How A Childhood Game Helped Double Adwords Conversions

  • Paid Media

A client approached us with a significant ongoing budget for its Google AdWords campaigns. They needed to dramatically boost lead volume to meet revenue targets. This is exactly the challenge our paid media team lives for.

We designed a new campaign strategy aimed to reach a high-intent audience within key markets, centered on data-driven bid tactics and a new landing page experience. In order to accelerate performance, we A/B tested our hypothesis that replacing our client’s traditional form with an innovative “mad libs” form structure would appeal to the client’s target audience and consequently drive stronger conversion.

In the end, the campaign created record monthly lead volume from the paid media channel, driven by an accelerated conversion rate that grew 13x against the prior trend. Our custom “mad libs” form was a key factor, doubling the conversion rate of the client’s standard form style.