This document summarizes a lead generation case study conducted by Green Lotus for St Regis Homes. Through implementing a Google AdWords campaign and optimizing the landing page, keyword list, and ad copies, Green Lotus was able to significantly increase St Regis Homes' website visits, leads generated, and conversion rates. Key metrics included an 1813% increase in leads generation and a 396% increase in conversion rate. The campaign delivered over 550 quality leads at a low cost of $32.66 per lead and a 2.93% conversion rate.

1. Lead Generation
Case Study
Prepared by:
Bassem Ghali
Head of Client Strategy
Email: Bassem@GreenLotus.ca
Tel: 647.405.2525

2. Overview
Following a review of St Regis Homes requirements, and
completing a full competitive analysis, Green Lotus has found
that there are at least 3 other new home builders that have
similar products within a 10km radius.
The Green Lotus strategy has focused on producing high quality
leads, and maximizing the St. Regis Homes online marketing
budget.
Green Lotus has implemented a Google AdWords Campaign
with full traffic, leads and phone calls tracking. View the
campaign case study!

3. Overall Analysis
PPC impact on the website-overall performance analysis
 Overall Visits: 467% increase
 Overall Leads Generation: 1813% increase
 PPC vs. Site Conversion Rate: 396% increase (0.9% vs. 3.57%)
 Tablet & Smart Phone Visits: 305% increase
Start of PPC Campaign End of PPC Campaign

4. PPC Campaign Strategy
1 - Landing page optimization
One of the most important aspects of a successful PPC campaign is the campaign
landing page. Green Lotus has optimized the landing page to offer multiple points of
conversion in order to increase conversion rate and campaign effectiveness.
 user friendly design
 numerous conversion
points
 video/slideshow
enabled
 tracked online contact
form
 tracked & recorded
phone calls
 color scheme is
consistent with the
builder’s brand

5. PPC Campaign Strategy
2- Geo Targeting
Green Lotus Geographic Targeting tools allow clients to target specific locations,
languages, and hours of the day for better campaign performance.

6. PPC Campaign Strategy
3 - Keyword Optimization
Following the completion of a keywords & competitive analysis, Green Lotus created
an efficient keyword list that is highly targeted, and relevant to the client.

7. PPC Campaign Strategy
4 - Campaign Setup
Green Lotus has used and tested all Google AdWords targeting tools to drive
actionable analysis and optimize the campaign.

8. PPC Campaign Strategy
5 - Ad Copy
Green Lotus has created and tested multiple Ad Copies to increase CTR and
conversion rate.

9. PPC Campaign Strategy
6 - Conversion Tracking
Green Lotus has Implement all tracking codes required to track emails & phone leads.

10. PPC Campaign Analysis
62%10%
22%
6%
Traffic
Paid Traffic Organic Traffic
Direct Traffic Referral Traffic
58%
11%
27%
4%
Leads
Paid Traffic Organic Traffic
Direct Traffic Referral Traffic
Adwords Spend $$,$$$
Clicks over $18K
Avg. Cost Per Click $0.96
Total Email & Phone Leads 554
Leads Conversion Rate 2.93%
Cost Per Lead $32.66

11. Key Takeaways
 Green Lotus has succeeded in creating a highly effective and targeted
campaign for St’ Regis Homes.
 Green Lotus has demonstrated the efficiency of the campaign with the
use of the latest email & phone leads tracking tools.
 Green Lotus has provided the client with tangible and actionable insights
throughout the campaign.
 Green Lotus has delivered on client goals, getting quality and cost-
effective leads. The campaign has generated more than 550 leads at a
low cost of $32.66 per lead, with a high conversion rate of 2.93%.