INSULET – DIGITAL ADVERTISING
Pumping up lead gen by 463% with a Digital Advertising reset.
Challenge
Despite years of investment, Insulet struggled to drive measurable results from digital advertising.
Insulet is a multi-billion-dollar provider of insulin monitoring and delivery systems. Having worked with another digital advertising agency for several years with limited success, they turned to Wheelhouse DMG for help.
350%
Increase in lead generation within six months
463%
Year-over-year increase in lead generation in first year of management
68%
Below client’s max CPL target
Approach
Implement a strategy fueled by intensive optimization across all channels and campaigns.
Our charter was to develop a comprehensive digital strategy for Insulet. We began by auditing historical digital advertising efforts. Our digital advertising audit clearly indicated both a lack of both strategy and solid bid management. To generate the fastest financial return and create newfound confidence in digital advertising as a valuable channel for Insulet, we recommended an initial, intensive focus on properly structuring, managing, and optimizing PPC before scaling advertising efforts to include paid social and display. Through our initial optimization, we dramatically increased the scale and volume of paid search lead generation while maintaining target CPL.
Outcomes
350% increase in leads after just 6 months while cutting cost per lead by 70%.
The combined effect of our work has been profound. Within the first six months of our management, we increased lead generation by more than 350% on a year-over-year basis. Our rate of improvement accelerated throughout the year, with a year-over-year increase in lead generation of 463% in Q4 2020, while holding cost of acquisition to just $95 in Q4 2020 – less than 1/3 of the client’s maximum CPL of $300.
“Your entire organization has bent over backwards to help, even in places that we’re not under an SOW with you – when I get on meetings and people can see I’m stressed, the first words out of their mouths are ‘what can we do’.”
– Monique Trulson, Insulet
