Engagement and leads
/ The Brief.
Macneil Marketing helped a leading organisation in a highly technical service sector build an extensive library of trusted, educational content. We saw an opportunity to turn these valuable resources into a lead generation campaign.
The goal was to build brand trust and engagement, increase website traffic and generate new leads by reaching people who were unfamiliar with the service and looking for reliable information.
/ The Strategy.
We transformed existing educational content into a comprehensive downloadable guide — an accessible introduction to the key information people need to understand the NDIS basics.
The guide became the centrepiece of an integrated digital campaign, promoted across social media and Google Ads, with search advertising helping capture users actively looking for relevant information.
Targeted social media activity used existing website visitor data to reach custom and lookalike audiences, supported by short-form video content to build awareness and engagement.
Google Search Ads were used to reach people actively searching for relevant information, putting the guide in front of users with a clear intent to learn more.
Users could access the guide by submitting their details through a lead generation form, creating an ongoing opportunity to nurture these prospects through email marketing.
Campaign results
1217
New leads
131,767
Post engagements
480K+
Australians reached
13,070
Link clicks
$0.40
Cost per link click
4.53%
Click through rate
/ The Results.
In just six weeks, the social media campaign reached more than 480,000 Australians and generated 1060 new leads.
More than 11,000 link clicks were achieved at just $0.40 per click, while a 4.53% click through rate significantly outperformed the stated industry benchmark of 0.9%.
Over a six-month period, Google Search generated 157 conversions, including guide downloads and enquiries, with four customers going on to sign up for the service after clicking a Google Ad. This delivered a cost per conversion of $58.84 and an average cost per click of $5.22.
The campaign demonstrated how valuable existing content can be strategically repurposed across paid channels to reach new audiences, build engagement and generate measurable leads.
