About Maxim Healthcare

Maxim Healthcare Services is an experienced provider of home health, medical staffing and wellness services. In a growing industry with more competition than ever, Maxim retained Straight North to manage its display campaign, to increase leads as efficiently as possible.

Strategy

  • Decrease cost per lead (CPL) over time by improving clickthrough rate (CTR) and conversion rate.
  • Increase CTR by focusing on returning Web visitors.
  • Adjust Web scope based on ad and placement performance.

Key Tactics

  • Used historical data to exclude underperforming placements.
  • Continually tested bids to expand reach.
  • Continually tested ads to improve CTR.
LEADS UP 300%

Our display campaign resulted in a whopping $306.25 percent increase in sales leads.

CPL DOWN 36%

While increasing leads substantially, effective campaign optimization also produced a 36.02 percent drop in CPL.