# Custom pages for competitor PPC campaigns: +47% conversion rate

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Message match
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/LemonStand%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-lemonstand-ppc-landing-pages/

Custom landing pages for competitor search campaigns, launched with rebuilt AdWords campaigns, came with a reported 47% rise in conversion rate for LemonStand. KlientBoost ran this engagement for the ecommerce platform software company and published it as a PDF case study. Ads, remarketing, tracking and pages changed together, so the page's own share of the lift is unknown.

## Result

**+47% conversion rate**

- Conversion rate: +47%, reported for the whole engagement.
- Click-through rate: +259%, which reflects ad changes rather than the page.
- Average ad position: improved 73%.
- No sample size, duration or significance was shared. LemonStand's founder described the work as early, with more to do.

## Control

LemonStand had stopped its PPC because the numbers were not profitable. There were no dedicated pages for searchers looking at rival platforms.

## Variant

KlientBoost built landing pages for competitor-term campaigns, aimed at people searching for other platforms. It also rebuilt the AdWords campaigns, added remarketing and set up analytics tracking.

## Why it likely won (our reading)

- Competitor searchers arrive comparing options. A page that speaks to that comparison fits their intent better than a generic home page.
- Better ads and remarketing likely sent warmer visitors, which raises conversion rate on its own.
- The modest lift compared with other KlientBoost studies fits how hard competitor traffic is to convert.

## Caveats

Agency-reported before/after result for a whole paid-media engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, and no sample size, test duration or significance was shared.

## How to run this test

- Hypothesis: If we send competitor-keyword traffic to a page that addresses why buyers switch from that competitor, then conversion rate will rise because the page answers the comparison the searcher is already making.
- Primary metric: Trial or demo sign-up rate from competitor-keyword clicks
- Guardrail: Cost per sign-up
- Guardrail: Trial-to-paid rate for competitor-sourced sign-ups
- Who should test it: SaaS companies bidding on rival brand terms. It probably won't move much if competitor terms are a tiny share of your paid traffic.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-lemonstand-ppc-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.