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Ultralase

Objective

Ultralase came to Advertising.com to increase the efficiency of their online media buying so they could generate larger volumes of leads more cost effectively. They needed to find a cost effective solution that offered them good uplift in the long term.

Course of action

Ultralase ran a CPM test across our network of performance tested inventory. Advertising.com produced a variety of creative to test as much of their network as possible. We placed our tracking code at the end of the simple Ultralase registration process and used AdLearn to refine the placement of their ads to generate the most registrations for their buy.

Measurement of success

Advertising.com underwent an initial three month trial to establish that Ultralase's target cost per lead could be achieved. This target was based on a combination of conversion of the lead to a paying customer, compared to achieved goals through Ultralase's direct marketing offline (TV, radio and national press).

Results

AdLearn consistently drove down the cost of achieving a registration. We reached their initial performance targets in just over six weeks. We delivered their campaign at a cost per lead that was lower than any other previous online banner advertising they had used.

The story so far

Since completing the trial, Ultralase now buy all of their online media from Advertising.com. Customer numbers driven from their online marketing has grown significantly, they have reallocated budget from their offline media to continue to grow the amount of customers they can generate from their online activity. Now in our second year of working closely together, we are continuing to develop and expand Ultralase's online marketing strategy.

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