At Wormann Consulting, we love to work with other agencies to help them enhance their performance. We get it, sometimes you don’t have the bandwidth. Or maybe you don’t have the expertise in-house and need a partner to come in and help manage digital projects. We’ve got you covered. We partner with over a dozen agencies to bring them next level performance and open up new avenues for revenue and growth.
Recently, we came in as an agency’s new PPC partner, taking over for another provider that wasn’t quite cutting it with an inflated management cost and very average results. Here’s what we did and what happened as a result.
Spoiler alert – we were able to reduce the management cost to roughly 1/3 of the previous cost, and reduced the cost per conversion from by over 65%
Kicking off the Engagement
The first thing we did was make sure we had accurate tracking to reflect real revenue. The conversions here weren’t just a form submission or contact click – these were actual uses of the product resulting in revenue. So when we looked at conversions, we weren’t just looking at potential, we were looking at actual value. Proper conversion tracking is also essential because this is what we optimize for. If we’re not tracking the right conversions, we’re not going to be targeting the right people.
Once that was ready to go, we updated all the campaigns and ad groups. There was a LOT of waste in the account. Multiple ad groups just contained the same ads and targeting (keywords, geographies) with different ad group names. Nobody knew the difference because the Agency trusted their partner (which they should!), and nobody ever did a full audit on the entire campaign. As a result, avenues everyone thought were being targeted weren’t being targeted, and there was no good comparative data to make adjustments with.
This is also why we offer PPC consults. Sometimes its a good idea to have someone run through your campaigns and make sure everything is running smoothly, as expected, and at maximum performance. If you’re in the market for a PPC audit, just let us know!
After we got everything sorted out, it was time to expand with some research for new opportunities to uncover profitable segments and seasonal trends.
Ongoing Optimization
Once you have a campaign built properly, then you can start the fun work of optimizing the account and finding new opportunities. Here are a few things that we did to start increasing revenue:
- After we had a little more campaign data with all of the targeting, we ran detailed analytics to figure out what was generating interest, and what was generating actual revenue. Based on that data, some keywords and entire ad groups were eliminated. For some successful ones, we doubled down.
- Conversations with the client resulted in new targeting options. This contained new product types, competitors, and brand-adjacent focuses. Extensive data was collected on all of these to test new options.
- Through all of this, we meticulously monitored actual search terms used by the consumer, implemented secondary tracking at a more granular level, and A/B tested additional ad copy among other optimizations.
Bottom Line – Revenue
What does this all do for the client? It makes them money. For the Agency? It makes them look good. Here’s what happened.
First, we don’t base our fees strictly on a percentage of ad spend. Instead, we base it off a number of factors, including budget, campaign complexity, and estimated workload. In this case, it resulted in us charging about 60% less than the previous agency partner. Right away, the client was able to save money instead of being needlessly overcharged.
For the actual revenue to the client, when we started the engagement the average cost per conversion was $115.51. By the end of the second month, it was down to $94.14. By the end of the year, $56.23.
When we compared year 1 to year 2, there was a reduction in cost per conversion of 48.4% and an increase in total conversions of 43.6%.
By the end of the following year, we were able to reduce the cost per claim to $15.01. A reduction of around 90% compared to what they were previously paying per conversion.
Get a Partner That Makes You Look Good
At Wormann Consulting, we don’t just manage campaigns—we engineer performance. Whether we’re stepping in as a strategic partner or supporting your internal team, our goal is simple: drive real revenue through smarter digital execution. We bring deep expertise, transparent communication, and relentless optimization to every engagement, helping agencies deliver results that exceed expectations.
If you’re looking for a partner who can reduce waste, uncover new opportunities, and turn paid media into a profit center, we’d love to talk. Let’s build something that performs, scales, and makes you look great doing it. Reach out to start the conversation.
