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Latch

Results

Overall

Helped develop sales funnel and landing pages for inbound leads
Developed scalable inbound revenue-generating asset with Google Ads:
- Generated over 150+ qualified leads with paid search
- Leads had high LTV’s/revenue potential of $20,000-$100,000
Inbound funnel that generated average rate of 10-15 marketing qualified leads per week
- Paid media represented roughly $200K-$300K in incremental pipeline per month (estimated)

Funding Raised

Latch team generated $70M in funding the same year we worked together
Latch went on to go public and currently has a valuation of $1.6 billion

Scope

Inbound sales funnel consulting
Paid Search
Copy creation for paid search
Integrating Netsuite downstream reporting for paid search

How we helped grow Latch

Funnel consulting and landing page testing

Advised Latch internal team on sales funnel and lead qualification best practices
Helped create landing pages to A/B test

Developed copy positioning to generate and qualify leads

Qualified leads with qualification in ad copy
- Copy spoke to 25+ unit buildings
- Spoke to social proof and benefits of Latch keyless entry

Developed copy positioning and angles such as
- Eliminate lockouts
- Use app, keycard or door lock
- Social proof: Top developers use Latch
- Tenants prefer keyless entry
- Keep your buildings secure

Regular growth experiments

Regular growth experiments allowed us to see wins both top of funnel and in the quantity and quality of leads.
We saw a regular trajectory of top of funnel and qualified lead growth
Regularly created and tested ads
- Grew CTR 28% and cut CPC’s 66% within 5 months

We grew lead submission conversion rates 22%
- By testing keywords, landing pages and audiences
Cut trending cost/qualified lead by over 70%
- By utilizing downstream reporting to track qualified lead volume by keyword

Keyword research and testing to drive growth

Performed extensive keyword research
Allowed us to scale ad spend from $500/week to over $7K spend/week
Non-Brand growth allowed paid search to generate 60% of website/funnel traffic

Downstream Reporting Netsuite CRM

Tracked keyword performance downstream in Netsuite CRM as qualified leads
- Helped us isolate which keywords generated not only submitted leads but qualified leads
Typically Google Ads optimizes to only top of funnel (website leads) instead of qualified leads
Isolated keywords generating qualified leads
Allowed us to drill down to cost/qualified lead based on keyword