Praxis Concierge

While Praxis was seeing some success with Google Ads, many of their conversions were low value. That’s because their efforts weren’t optimised towards driving their ultimate goal of demo bookings.

So despite the brand’s vast untapped potential for paid media marketing, their inefficient spending led to underperformance.

While staying within the current monthly budget, Fueld’s goal was to:

• Increase demo bookings
• Reduce the cost per acquisition (CPA)

That meant aligning the client’s ad campaigns with high-intent conversions, making the account more efficient.

To understand what work was required to optimise Praxis’ digital advertising, we started by carrying out a full account audit. From there, we were able to make strategic adjustments that boosted conversions without increasing spend.

For example, the account wasn’t set up to target business-to-business (B2B) audiences, who were the client’s main demographic. Since B2B audiences typically use desktops rather than mobile devices for work, we used advanced bid adjustments to prioritise showing ads on desktop. We also stopped running ads outside of working hours to reduce wasted spend.

But it wasn’t just a case of targeting the right group – we also had to target the most lucrative opportunities within that group to optimise efficiency. That’s why we refined our campaign structures to target high-intent prospects, using the latest AI technologies to attract those who were most likely to convert. With this specific targeting, we were also able to focus our core message and further improve engagement rates.

These changes were in service of our main goal: to boost conversions and increase demo bookings. So we shifted our bidding strategies to focus on conversions rather than clicks. And we rebuilt conversion tracking to prioritise demo bookings, allowing us to generate maximum value from every engagement.