ERA Group stand out as a global leader in cost optimisation and business strategy. Established in 1992, their international franchise network connects clients with over a thousand specialists worldwide, providing insightful and impactful cost management solutions. Their work supports a diverse client base spanning various sectors, industries and sizes, from small and medium enterprises to internationally recognised brands such as YMCA and Peers Hardy Group.
ERA specialise in identifying and implementing cost savings, operating on a “no savings, no fee” basis. With over 40,000 completed projects globally, ERA Group leverage their deep industry expertise and a collaborative network to deliver significant savings and improved processes.
The task: extend paid search beyond English-speaking markets.
ERA Group chose to partner with Growthlabs to extend their pay-per-click advertising strategies. We initially focused efforts on targeting English-speaking audiences across the UK, Australia and the United States.
Since then, we have combined our relevant industry knowledge to target wide-ranging audiences across Europe and globally — including, but not limited to, Spanish, Italian and German speaking nations.
Where the work focused.
Two connected workstreams: the strategic groundwork to decide where and who to target, and the paid media execution to reach them.
Lead Generation
Paid media, social media advertising and online outreach across multiple platforms and territories.
Strategy
Competitor analysis, audience profiling and data acquisition, channel strategy and keyword analysis.
Approaching fresh audiences
ERA Group — with their array of international websites hosted at eragroup.com — faced the challenge of expanding their reach and boosting conversions in both English and international markets through paid search advertising.
Working alongside their outlined key objectives, we designed and implemented a comprehensive PPC strategy, meticulously crafting and tailoring campaigns to succeed despite individual linguistic and cultural nuances. This involved in-depth keyword research, ad copy creation and continuous optimisation across multiple platforms to ensure maximum ROI in both English-speaking and foreign-language regions.
The outcome was a substantial increase in ERA Group’s online visibility, driving a significant uplift in qualified leads and sales conversions across all targeted markets.
How the programme scaled
Rather than launching everywhere at once, we built proof in a handful of markets and expanded from there.
Onboarding
We began our partnership by outlining the PPC structure with ERA, establishing campaign and ad group layout, as well as outlining the use of agreed budget. The early groundwork focused on strategic alignment and efficient account setup rather than immediate results.
Initial launch
The first campaigns — focused on Australia, the UK and the US — were rolled out. These focused on strategic audience targeting, tailored messaging and establishing early benchmarks for further optimisation.
Expansion
With the original campaigns showing consistent success, ERA were keen to expand their geographical reach. Alongside an increase in budget, we added new campaigns targeting Italy and Canada, while continuing our streamlining efforts.
Platform diversification
Following the success on Google Ads, we introduced Microsoft Ads to the landscape, capturing additional traffic and increasing ERA’s ROI.
Retargeting and Europe
To maximise the conversion rate of interested end-customers, we deployed highly focused retargeting campaigns in selected nations. At the same time, we added new campaigns into the key European markets of Germany and Spain.
Summary
Our professional partnership with ERA Group has evolved into an exciting, continuously developing collaboration. Our success with their pay-per-click campaigns and exploration of new countries has helped position ERA as a major player within the business consulting and franchise market — a worthy result for both parties’ hard work.
Proof before scale
Three English-speaking markets first, then expansion once the campaign structure was demonstrably working.
Built for language and culture
Campaigns tailored market by market rather than translated, so messaging landed with local buyers.
More than one platform
Adding Microsoft Ads alongside Google captured traffic that would otherwise have been missed.
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