Case Study

Promotion of Health and Wellness in the Workplace

Nathalie Lacombe is an entrepreneur in the field of health and wellness. She used TACT’s expertise to design a qualified lead generation strategy for her corporate conferencing offering.

The proposed strategy aimed to increase the visibility of Nathalie Lacombe’s services in several regions of Quebec, strengthen her credibility as an expert, and effectively reach her target audience throughout the year.

To achieve these goals, a dedicated landing page for this service was created, supported by a digital campaign focused on strategic keyword purchasing via the Google Ads platform. This combined approach generated more than 120 qualified leads, leading to the realization of 52 corporate conferences in 2024.

Challenges

Three main opportunities have been identified:

The client’s website lacks essential features to effectively promote lead generation.
The advertising budget dedicated to acquiring qualified leads is relatively limited.
The market is competitive, with the presence of leading figures in the industry and numerous agencies specializing in speaker placement.

Objectives

Increase visibility with companies actively seeking conferences to help position themselves as a key player.
Increase the number of qualified leads and the volume of corporate conferences compared to 2023, by optimizing lead generation efforts.
Deploy an advertising strategy focused on maximizing opportunities, ensuring effective budget resource management and measurable return on investment.

Strategy

TACT has developed a visibility strategy anchored on the purchase of specific keywords in order to reach the target actively in search of conference services.

Establish credibility

As Nathalie Lacombe’s website is not optimized for lead generation, a landing page has been developed specifically to promote her corporate conference offering. The content created for this page was not only intended to inform the target about the various conferences proposed, but also to strengthen the credibility of the client by highlighting her expertise.

Purchasing relevant keywords

To generate qualified leads, a keyword purchasing strategy has been carefully developed to position conferences in the first search results on Google. This approach optimizes visibility with a targeted audience, which conducts research directly related to the themes of the conferences offered by the client.

Trend Analysis

The budget allocation strategy identified key moments to invest more, while adjusting the budget during less active periods. By analyzing trends and search volumes over the past year, we were able to determine periods of high activity, optimizing ad spend.

Tactics

Tactics implemented to meet objectives:

Landing page designed for lead generation
Automation of communication by email
Advertisements on the Google search network
Trend and auction analyses

Results

+ 190

generated leads

+ 52

conferences have been organized

45%

of conversion rate

437%

of return on investment (ROI)

The Google Ads campaign on the search network, deployed between January 1, 2024 and December 1, 2024, generated more than 190 leads. Of these, more than 120 were qualified: they matched the profile and showed a direct interest in the client’s offer. Thanks to this advertising strategy, more than 52 conferences have been organized. The conversion rate is therefore close to 45%.

The return on investment (ROI) for the year 2024 is of over 427%, confirming the effectiveness of the campaign.

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Case Study

Promotion of Health and Wellness in the Workplace

Challenges

Objectives

Strategy

TACT has developed a visibility strategy anchored on the purchase of specific keywords in order to reach the target actively in search of conference services.

Establish credibility

Purchasing relevant keywords

Trend Analysis

Tactics

Results

+ 190

+ 52

45%

437%

Inspiring projects

Discover all our case studies!

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