1. Lead volume (with high customer lifetime value)
2. CPA (cost per acquisition)
3. Conversion Rate

Rush PCB is recognized as a leading manufacturer of printed circuit boards worldwide with over 20 years of experience.Since 1997, Rush PCB Inc. has been serving the electronics industry with printed circuit boards and assembly services in the United States and globally. With hundreds of satisfied clients such as GOOGLE, NASA, APPLE, UBER, NVIDIA, FITBIT among others, Rush PCB knows how to put innovation and engineering on a printed circuit board of any kind.They came to Scalers looking to increase the number of quotes for a lower CPA (cost per acquisition).

1. Increasing the number of Quotes per month
2. Decreasing CPA (cost per acquisition)

In order to increase the number of quotes per month, we decided to completely reconstruct the account. That’s not something you want to do unless you’re 100% sure of what you’re doing, because you risk resetting the algorithm and causing a mess. Once the account was stable, we gradually switched from manual to smart bidding and tested different smart bidding strategies until we found the winner to increase the number of quotes. In addition to PPC changes, we experimented in the CRO domain and created dedicated landing pages that attracted new customers. The results were remarkable and we increased the number of quotes by 130%.

Decreasing CPA is one of the biggest challenges, and when confronting this problem, it’s important to create a comprehensive strategy. First and foremost, we put focus on getting rid of irrelevant traffic by continuously optimizing search terms and adding negative keywords. Secondly, we tested different CPA targets, reducing CPA step by step. Eventually, we had to tackle the problem from a CRO side as well. So, we worked hard on improving the quality score by experimenting with Ad copies and Ad extensions. Our comprehensive strategy proved fruitful and we decreased CPA by 47%.

We increased the number of quotes by 130% over the course of 4 months of the work on the account. Also, we reduced the cost per acquisition by 47%.