81% Reduction in CPL

Northern Performance has been selling aftermarket automotive products and serving customers with all their automotive needs since 1977. Now, more than 40 years later, Northern Performance has evolved to carry virtually anything any customer may need or want for their vehicle yet still has a strong tie to racing parts and service.

Location: Ontario, Canada

Industry: E-commerce

Challenges

Northern Performance has been receiving 60% of its traffic through Google ads, with the remaining 40% through direct and organic channels.
However, the website has been experiencing high cost per lead (CPL) via Google ads, prompting the exploration of alternative scalable channels with a lower CPL, without compromising on the quality of leads.
They have previously explored Facebook and Instagram as potential channels, but unfortunately, the results were not satisfactory.

Strategy

We began conducting experiments with Facebook and Instagram ads by cautiously allocating a limited budget.
Implementing the BELT (Believe, Engage, Lead, Transact) methodology resulted in obtaining initial traction. Gradually, increased the scale of its campaigns to a monthly expenditure of $50,000.
This strategic move proved beneficial in elevating Facebook and Instagram to the second biggest revenue channel.
Revamped the landing page and search experience thereby increasing the conversion rate by 233%.