GBM introduced a UK-based specialist in PPC to a US-based CMO of a regional bank, based on a specification and brief to improve the performance and ROI of the bank’s SEO, as well as improve the service and strategic direction of their PPC and search agency relationship.

The upshoring UK digital agency, a 30-strong independent provider managed by a 25-year veteran of the search and PPC industry, has extensive US-market experience and generates around 30% of its revenue from projects delivered in many sectors across the US.

The UK-based agency is able to operate on lower minimum retainers and hourly rates than their equivalent US agencies and can therefore direct a higher proportion of the marketing budget to pay for ads rather than fees, an aspect the client found highly attractive.

With a senior account team to support the US-based marketing team, the UK agency was able to rapidly demonstrate new systems and approaches, create a client process to dovetail with the regional lender’s specific US resources and needs, and drive down CPC and CPA while increasing CTR and overall levels of inbound enquiries by more than 20%.