Executive Summary
RJM Group & Company, a leading investment services provider, partnered with Pearl Lemon to implement a pay-per-lead (PPL) campaign aimed at generating high-quality, pre-qualified leads. Through strategic ad placement and robust reporting, the campaign exceeded industry benchmarks, achieving 208% of the target with 125 qualified leads at an average cost-per-lead (CPL) of £15—significantly outperforming the investment industry benchmark CPL of £25–£30.
About RJM Group & Company
Industry: Investment and Wealth Management
Market Focus: Primarily US-based clients, with engagement from English-speaking international markets.
Challenges:
- Generating a consistent flow of high-quality leads.
- Ensuring leads met strict pre-qualification criteria, such as minimum liquid asset thresholds.
- Maintaining cost efficiency while replacing invalid leads effectively.
Campaign Goals
- Generate a minimum of 60 qualified leads.
- Keep the cost per lead (CPL) below £20, outperforming the industry standard CPL range of £25–£30.
- Ensure all leads meet RJM Group & Company’s eligibility criteria.
- Deliver detailed performance reports for transparency and ongoing optimisation.
Strategy and Execution
Campaign Features:
- Geographic focus on the United States, with secondary targeting for English-speaking international markets.
- Campaign paused during December due to seasonal trends, ensuring budget efficiency and maximised ROI when restarted in January.
Results
Metric | Target | Achieved | Industry Benchmark | Breakdown (Google/Meta) |
Leads Generated | 60 | 125 | 60–80 leads | 84 (Google), 41 (Meta) |
Cost Per Lead (CPL) | £20 | £15 | £25–£30 | £20 (Google), £5 (Meta) |
Total Campaign Spend | £1,900 | £1,900 | £2,000–£2,500 | £1,700 (Google), £200 (Meta) |
- Lead Volume: Surpassed industry benchmarks for total leads generated, achieving 208% of the target with 125 leads.
- Cost Efficiency: Achieved an average CPL of £15, far below the industry standard of £25–£30.
- Seasonal Optimisation: Adjusted campaign timelines to avoid low-interest periods, ensuring higher engagement during peak times.
Challenges and Solutions
Challenge: Managing and replacing invalid leads.
Solution: Implemented a seamless system to promptly replace invalid leads, ensuring the client received full value for their investment.
Challenge: Seasonal dips in engagement during December.
Solution: Paused the campaign strategically and resumed in January to maximise budget efficiency and results.
Conclusion
This case study exemplifies how Pearl Lemon’s bespoke strategies not only delivered exceptional results but also exceeded industry benchmarks. By leveraging targeted advertising, comprehensive reporting, and adaptive campaign management, we enabled RJM Group & Company to surpass their lead generation goals and achieve significant ROI while setting a new standard for cost-efficiency in the investment sector.
