Case Study

Wiegers Financial & Benefits

Google Search Ads 


The Scoop

Local Marketing, for
Local Results.

Wiegers Financial & Benefits is a longstanding institution within the Saskatchewan financial industry. Though the business is built on traditional values like strong service and relationships, WF&B has always kept a keen eye on ways to outpace its competition.

Marketing is no exception. A comprehensive advertising strategy on Google Search Ads provides WF&B with a steady flow of real conversations – not just “clicks”.

A local business requires a deft approach, due to a smaller target market. It’s important to make marketing dollars go as far as possible. We’ve steadily increased the number of phone calls from Google Ads each month, while decreasing the average cost per phone call at the same time.

By The Numbers

Advanced Bidding Strategies

It’s easy to get “clicks” on Google. What businesses really need are conversionsWe’ve honed in on our cost-per-acquisition, and that lets us inform our ad campaigns with what matters. That’s reflected in our consistently dropping cost-per-conversion.

Google Ads Phone Call Extensions

Don’t underestimate the power of Google to provide hot leads for your business. Our campaigns are optimized to give WF&B the best shot at every hot lead. That includes Call-Only campaigns – another under-utilized but effective tool. 

Competition-Centric Campaigns

It’s all about being in the right time at the right place. With pay-per-click advertising, you can show your ad under a search for your competitor’s brand. You’ll only pay if someone clicks on your ad – choosing your brand over your competition.

  • Cost-Per-Lead Reduction – 31% Decrease
  • Cost-per-Conversion Reduction – 36% Decrease

Phone Calls Generated

Cost Per Conversion ($)


Conversion Rate

Data acquired between June 2019 – Dec 2019.


“I can’t believe it took us this long to make a change. So happy that we did. Numbers don’t lie.”

John Doe, Divi CEO

When it comes to digital marketing, different businesses require different approaches. For Wiegers Financial & Benefits, they didn’t need clicks on clicks on clicks to help build brand awareness. They already had that under control. They wanted leads. And for a local, service-based business, that meant real conversations with real businesses. 

Enter Google Ads Conversions

Any digital marketer worth his or her salt knows how important conversion tracking is. It’s helped WF&B measure the real world impact of online advertising – most importantly, phone calls from Google Search Ads. With fierce competition from other firms, we had to find a way to stand out from the rest. Optimizing Google Ads for phone call generation gives us the best chance at the best leads.

And we’re getting better at it every day. Our cost per conversion has dropped 36.5% since the beginning of our efforts (June 2019). That’s the power of Google Search Ads.

Spend less, get more



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