At Liquidum, we are committed to transparency and fairness. We believe in maintaining a level playing field, which is why the data presented below has been thoughtfully compiled from a range of reliable sources. To help establish a meaningful benchmark for the Liquidum conversion rate, we conducted a survey in February 2025 involving 62 working adults aged 22 to 58. In addition, PPC and CPC data has been calculated using publicly available campaign formulas. While we acknowledge that a 4% PPC conversion rate is above the general industry average, this figure reflects the performance standards of overachieving sectors such as legal, finance and insurance, home services and automotive.
Understanding ‘Physical Impression’ and ‘CTR’
At Liquidum, the term physical impression refers to the number of individuals who physically pick up and look at a branded can of water. It is a real, hands-on interaction, where someone engages with the product by holding it, inspecting it, and becoming aware of the branding in a tangible way.
In contrast, CTR, or Click Through Rate, is a digital metric. It measures the number of people who interact with an online advert by clicking on it. In the digital world, this is the equivalent of someone physically engaging with a product – not just seeing it, but actively responding to it.
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Understanding Conversion Rate
The term conversion rate refers to the percentage of people who take a specific, desired action after engaging with an advert. For both Liquidum campaigns and traditional PPC (Pay-Per-Click) advertising, a conversion represents the moment someone moves beyond simple brand awareness and takes a step further in their journey with the brand.
Examples of actions that contribute to the conversion rate include:
- Filling out a form – such as an enquiry, registration, or quote request
- Signing up to a newsletter – showing intent to receive ongoing updates
- Downloading a brochure, PDF, or app – indicating a deeper level of interest
- Watching a promotional video – especially when the content is longer or more detailed
- Adding a product to a basket – even if the final purchase is made later
- Using live chat – to ask questions or request further information
- Following the brand on social media – staying connected and engaged
- Spending time on the website – such as browsing multiple pages or reading in depth
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What is Cost Per Conversion?
Cost Per Conversion is a marketing term that tells you how much money you had to spend to get one person to complete a desired action – such as making a purchase, signing up, or placing an order.
In simple terms, it shows how much each successful result costs you. For example, if you spend £100 on an advert and 5 people place an order, your cost per conversion is £20. That means it cost you £20 in advertising to get each customer.
It is a useful way to understand whether your marketing is good value for money – the lower the cost per conversion, the more efficient your campaign is.
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Summary
Liquidum delivers exceptional value, with a cost per conversion of just £4.55 compared to £25.00 through traditional PPC advertising. This clear cost advantage demonstrates Liquidum’s ability to drive stronger customer engagement and achieve meaningful results far more efficiently.