Confirm Testing provided COVID-19 testing services - including fit-to-fly tests - helping people and businesses safely return to travel and work during the pandemic.
Challenges & Strategy
Our client needed to scale into a brand new market, and do it fast.
Confirm Testing helped Britain respond to the COVID-19 pandemic by supplying the necessary testing services that people and businesses need to safely and confidently return to life and work. When the traffic light travel system was announced and rolled out in May 2021, Confirm Testing and Gravytrain had the challenge of entering an effectively brand new market. We had the need to scale quickly whilst keeping on top of ever-changing government guidelines and user behaviour.
The Results
We had very little market analysis to base initial campaigns on, so relied on logic and past results to make educated decisions on predicted search habits. As performance data built, we were agile in our approach and optimisation – tweaking campaign structures, keywords, adcopy, budgets, bid strategies etc. to align with the real-world data we were gathering.
With career expertise and a flexible approach to campaign management, Gravytrain were able to deliver activity that produced scaled results as user demand increased:
From May (rollout) to August (peak):
+179%
ROAS
Delivered stronger efficiency, with ROAS rising to almost 3x.
+388%
Conversion Rate
Achieved strong gains, with conversion rate rising almost 5x.
+1665%
Transactions
Achieved exceptional growth, with transactions rising more than 17x.
+986%
Revenue
Generated exceptional returns, delivering nearly 11 units of revenue for every unit invested.
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