Paid Social Trade Aquisition

To manage Checkatrade’s paid social across META, LinkedIn and TikTok, maximising its lead generation activity while maintaining lead volume and quality.

In particular, we were supporting a move away from the previous headline offer – two months of free membership – to an offer featuring retail gift cards.

We recognised that the change to the headline offer had the potential to increase lead cost, so we set about a programme of rigorous testing across creative, buying type, lead form and audience to ensure potential cost increases were mitigated.

We leveraged the data we collected from initial testing to understand the Checkatrade customer, what motivates them, and any potential concerns they might have around joining a trade directory. 

Then we developed a user journey to build brand salience among lower funnel, brand-aware prospects before delivering commercial messaging.

Finally, we introduced upper funnel activity targeting broad trade audiences with compelling testimonial content and brand messaging, moving them down the funnel in response to their level of engagement. Through rigorous audience testing, we also identified new lead-driving audiences that would deliver significant volume.