63% Growth in Lead Volume YoY
Revenue-Focused Channel Restructure – Refocused SEM campaigns on the most profitable services across 60+ locations.
Hyper-Local Keyword Targeting – Boosted lead quality by aligning ads with neighborhood-specific intent.
Service-Specific Campaign Optimization – Prioritized high-value segments like funeral planning and pre-need services to maximize return on ad spend.
NorthStar’s early SEM campaigns grouped services together, limiting visibility into which offerings were actually driving results.
Obituary-related search traffic consumed a large share of impressions and spend, but delivered little in terms of lead volume or revenue.
Without distinct campaigns for high-value segments like pre-need services or funeral planning, ad spend wasn’t aligned with business priorities.
Generic targeting across geographies failed to engage local searchers – leading to wasted spend and less qualified traffic.
We implemented hyper-local keywords tailored to each service area, using terms like “funeral services near [location]” to improve relevance and drive local conversions.
Campaigns were fully restructured around five core services–cemetery, cremation, funeral, pre-need cremation, and pre-need funeral–funneling budgets to the most profitable offerings.
We analyzed cost vs. return across branded and non-branded traffic, reallocating spend based on performance. Branded search produced a ROAS of 17.63, while non-branded returned just 2.91.
We excluded 22,000 obituary-related conversions to better reflect lead quality. CRM integration showed that funeral planning generated twice the revenue of at-need campaigns, guiding future budget decisions.
Intellibright’s SEM overhaul helped NorthStar Memorial Group shift from flat performance to scalable growth. By restructuring campaigns, culling low-value conversions, and aligning spend with revenue impact, we delivered stronger leads and more efficient returns across all channels.
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