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Meet DenMat

DenMat is a leading provider of high-quality dental products and manufactures and sells Lumineers®, ultra-thin veneers made of a special patented porcelain.

Using technology like digital printing, Lumineers are about as thin as a contact lens, can be applied seamlessly over teeth and typically require no drilling or shots.

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Challenge

DenMat’s primary lead generation source was a national paid search campaign but they wanted to convert it to a local one which better aligned with their customer footprint. They realized this would result in a higher cost-per-lead but would create greater media efficiencies and more qualified leads. They also needed a seamless transition plan as they moved away from their previous digital agency partner.

Solution

To implement these important shifts in the client’s co-marketing campaign without letting the campaign “go dark” and to build a profitable lead generation model, Grey Matter Marketing delivered the following:

  • Digital agency transition
  • New landing page designs
  • Optimized ad extensions and ad timing
  • Implemented Single Keyword Ad Groups (SKAGs)
  • Launched supplemental Facebook Ads lead generation campaign

Business Impact

  • Smooth behind-the-scenes digital agency transition did not result in any pause in advertising, which was important to customers who participated in the co-marketing lead generation program
  • Nearly doubled the click-through rate with optimized ad extensions, ad timing and SKAG implementation which aligned with online traffic and engagement to create more relevant ads
  • Shifted from a national to local campaign, eliminating approximately one-third of the leads which were generated in markets where customers did not existing thereby greatly improving media efficiencies and reducing wasted reach
  • Added a supplemental lead generation pathway with Facebook Ads, which bolstered lead quantity, lowered CPL, and created a halo effect across all online advertising efforts

“I have never worked with an agency like Grey Matter Marketing before and I have worked with NUMEROUS consultants and agencies. They became an extension of our company and brought forth a ton of expertise (not only knowledge, but real expertise) across a number of different areas of marketing. They’ve brought great value to us this past year. For that, I will always be grateful.”

~ Robert Cartagena, Chief Operating Officer at DenMat