Clinics, estate agents and gyms across London, Manchester and Birmingham, run on postcode-level targeting.
UK accounts live or die on geography. Broad city targeting burns budget on people who will never travel to you, so almost all of the gain here came from tightening where the money went and matching creative to the postcode.
Affluence and travel distance decide who sees the ad, not the city boundary.
Consultation and viewing offers written the way local customers expect to be spoken to.
Unqualified segments get removed first, which usually improves returns before any budget increase.
Enquirers and viewers are worked again rather than abandoned after one touch.
Competing for attention in one of the most expensive aesthetics markets in the world.
4.1x return on £2,400 of spend with a consistent flow of consultation bookings.
City-wide listing ads were generating volume enquiries from people with no intention of buying in that area.
3.7x return on £3,800 of spend, with far less budget wasted on unqualified viewers.
Free trials were being handed out and then forgotten, so signups never became paying members.
5.3x return on £1,900 of spend, the strongest conversion rate of the UK accounts.
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