A Good Strategy Can Revitalize Your Lead Generation Efforts

Business Model: B2B

Time Frame: More Than 6 Months

Goal: Lead Generation

Overview:

Though this client used the correct advertising platforms to reach their marketing goals, they did not have a proper structure or strategy in place to see the success they were looking for. Through a refresh strategy which includes a paid advertising audit, campaign restructure, and ongoing experimentation, the client saw tremendous improvements in all major categories.

Challenge:

The client was unable to drive leads to for its SaaS product despite consistent spend across several months on ad platforms best suited for lead generation. This led to slight doubt in the ad platform’s ability to drive qualified leads at scale.

Our Solution:

Due to the historically poor results, the current advertising strategy needed a complete reset. The new advertising strategy needed to focus on identifying barriers to lead entry, content marketing enhancements, and paid advertising best practices The below tactics were executed:

- A full audit of past Google Ads and LinkedIn campaign performance to identify previous pitfalls
- An analysis of the current website volume to understand the top engaging pages and content topics for future paid advertising campaigns
- A complete restructure of the Google Ads and LinkedIn Ads campaigns to maximize ad copy and keyword learnings
- Target audience testing across the various Google Ads and LinkedIn Ads platforms to identify qualified interest audiences
- A full keyword audit to identify top trending, scalable, and cost-effective keywords to drive leads
- Ad copy exercises to uncover the best tone to engage with the target audience
- Campaign spend reallocation to drive continued growth in top performers, while minimizing losses from low performers

The Results

The advertising campaigns were able to drive consistent and scalable performance while lowering the Cost per Lead (CPL) by 74%. This was accomplished over a short period of time, proving success in the strategy executed. The below highlights performance before and after the strategy was executed:

Before: The First 3 Months Prior to The Refresh Strategy

The Google Ads campaigns drove 20 leads, spending $12K across a 3-month period.

The average CPL was $612, which is 168% greater than the industry average.

$12K Ad Spend
20 Leads
64% Conversion Rate
$612 Cost Per Conversion

After: The Following 3 Months After The Refresh Strategy

The Google Ads campaigns drove 92 qualified leads spending $14K, generating an efficient $153 CPL. The CPL is 50% lower than the industry average CPL for this business, and 74% lower than the previous campaign CPL.

$14K Ad Spend
92 Leads
15% Conversion Rate
$153 Cost Per Conversion

Why is This Important

It’s not enough to be present on advertising platforms. A business must have a strategic focus and goal of data collection while using advertising platforms. This client was able to completely shift their opinion, and results, of advertising platforms by seeing the difference one strategy can make. If you want to explore how you can improve your paid advertising efforts contact us today!