The Unexpected Conversion Powerhouse

Display: When Awareness Turns Into Action

The client: a local treatment program dedicated to the sensitive and complex world of eating disorder recovery. Their mission is deeply personal—creating a safe haven where individuals can regain strength and rediscover their potential. Brand awareness is crucial, but direct leads and conversions are the lifeblood of a program like this.

That's where the Display campaign came in. Initially, we aimed for visibility, aiming to cast a wide net across Wisconsin with visually engaging ads. Display advertising often serves as the 'top of the funnel,' sparking interest and leaving a lasting impression. Direct conversions weren't the primary goal. We were planting seeds.

The Unexpected Harvest

As the campaign unfolded, something remarkable happened. The phone started ringing. Form submissions trickled in, then turned into a steady stream. Those seeds of awareness weren't just blooming – they were bearing fruit. Here's what the data revealed over the 10-month campaign period:

High-Intent Leads: Display generated 174 phone calls. These weren't casual inquiries; they were individuals in need, actively reaching out.

Tangible Engagement: 9 form submissions showed a willingness to take the next step and connect digitally.

Impressive Conversion Rate: Display's conversion rate of 2.03% was competitive, trailing only search-driven campaigns.

Budget Superhero: Astonishingly, the cost per lead was 83% lower than Search and 92% lower than Demand Gen.

Small Investment, Big Impact: Display accounted for just 23% of the budget, yet drove a staggering 64% of total conversions.

Lessons Beyond the Numbers

Beyond just impressive performance, this campaign informed:

The Hidden Audience: Display tapped into a Wisconsin audience that wasn't actively searching for help online. It was able to reach those struggling silently and loved ones seeking resources on their behalf.

Budget Reimagined: The data makes a compelling case for reallocating marketing spend in campaigns focused primarily on demand generation. Display earned a bigger slice of the pie.

Data as a Guiding Light

The true magic of this campaign lies in its adaptability. It proves that even heartfelt, mission-driven programs can benefit from hard data.