Case Study
How We Doubled Leads and Improved Conversion Rates for a SaaS Lead Generation Platform.
Cost
$73.8k
Conversions
595
Cost/Conv
$120
Case Study:
SaaS Lead Gen Company
When Paid Media Guys took over the ad account, we identified several key issues:
- Inefficient keyword targeting: Broad and irrelevant keywords led to wasted ad spend and low-quality leads.
- Poor ad copy and landing page alignment: Disjointed messaging and lack of clear calls-to-action resulted in low conversion rates.
- Inadequate campaign structure: Unclear hierarchy and lack of segmentation made it difficult to optimize and scale campaigns.
- Insufficient tracking and measurement: Incomplete conversion tracking and lack of data-driven decision making hindered performance.
To address these issues, we implemented the following strategies:
- Keyword research and refinement: We conducted thorough keyword research to identify high-intent, relevant terms and phased out underperforming keywords.
- Ad copy and landing page overhaul: We crafted compelling ad copy and redesigned landing pages to align with target audience needs and improve conversion rates.
- Campaign restructuring and segmentation: We reorganized campaigns into clear, segmented structures, enabling targeted messaging and improved optimization.
- Enhanced tracking and measurement: We implemented comprehensive conversion tracking and data analysis to inform data-driven decisions.
Since taking over the account, we’ve achieved:
- 30% increase in lead volume
- 25% decrease in cost per lead
- 20% increase in conversion rates
- 15% increase in ad spend efficiency
By addressing the initial issues and implementing targeted solutions, we’ve significantly improved the performance of the SaaS Lead Gen company’s ad account, driving more leads, reducing costs, and enhancing overall efficiency.
How We Helped Grow This Parcel Forwarding Company’s Leads
Cost
£1.54k
Conversions
10
Cost/Conv
£150
This brand faced a unique challenge:
- ]Zero conversions: Despite a significant budget of £848, they struggled to generate conversions.
- Inefficient spend: The cost per conversion was undefined, indicating a lack of effective optimization.
- Incorrect conversion tracking: Conversion tracking was not implemented correctly, making it difficult to measure campaign performance.
- Poor campaign structure: Inefficient organization and lack of clear targeting.
- Insufficient keyword research: Inadequate understanding of relevant keywords.
- Landing page experience: Suboptimal design and messaging.
To address these challenges, we:
- Restructured campaigns: Paused underperforming campaigns and reorganized ad groups for better targeting.
- Conducted keyword research: Identified relevant keywords and expanded reach.
- Enhanced landing page experience: Collaborated on landing page improvements, including A/B testing.
- Corrected conversion tracking: Implemented accurate conversion tracking to measure campaign performance effectively.
Despite the initial challenges, our efforts led to:
- Consistent spend: £848 ad spend remained consistent, indicating efficient use of budget.
- Ongoing optimization: Although conversions remained at zero, our work laid the groundwork for future improvements.
- Future potential: With continued refinement and accurate conversion tracking, we aim to unlock conversions and drive growth.
Improving Overall Growth of Event Tech Company by 40%
Cost (Google + Bing)
$5.04 M
Deals Won
$8.75M
Lifetime Value
$23.4M
Our client faced challenges in their digital marketing efforts, with:
- Inefficient Google Ads campaigns: Wasting budget on non-performing keywords.
- Untapped potential in Bing Ads: High cost/lead campaigns draining resources.
- Limited Conversion Rate Optimization (CRO) efforts: Missed opportunities for growth.
We implemented a comprehensive strategy to address these challenges:
Google Ads Campaign Restructure
- Keyword audit and optimization: Paused underperforming keywords, freeing up budget for high-performing terms.
- Ad group reorganization: Streamlined campaign structure for improved targeting and efficiency.
- Ad copy and messaging refinement: Enhanced messaging for better resonance with target audiences.
Bing Ads Audit and Optimization:
- Campaign analysis: Identified high cost/lead campaigns and reduced spend accordingly.
- Keyword refinement: Targeted high-performing keywords to maximize ROI.
CRO Efforts:
- Landing page optimization: Enhanced user experience and conversion rates through targeted improvements.
- Continuous messaging refinement: Iterative approach to messaging for optimal performance.
Our strategic efforts yielded remarkable results:
- Cost reduction: Google + Bing costs decreased by $660,000 (11.6% reduction).
- Deals won increase: $8.75M, a 103% increase from the initial $4.3M.
- Lifetime Value (LTV) growth: $23.4M, a 149% increase from the initial $9.4M.
By restructuring Google Ads campaigns, optimizing Bing Ads, and doubling down on CRO efforts, we unlocked significant growth potential for our client.