PPC Success Stories
Enterprise Software Provider – Case Study
The client, an enterprise software provider, faced several challenges in optimising their digital campaigns. They were tracking leads and MQLs through Offline Conversion Imports but without assigning appropriate value to each conversion. Manual bidding for MQLs and CPA had resulted in high CPCs, while targeting each country individually siloed data, limiting efficiency. Outdated ad formats and unrefined search term targeting further impeded performance.
The Challenge
The client, an enterprise software provider, faced several challenges in optimising their digital campaigns. They were tracking leads and MQLs through Offline Conversion Imports but without assigning appropriate value to each conversion. Manual bidding for MQLs and CPA had resulted in high CPCs, while targeting each country individually siloed data, limiting efficiency. Outdated ad formats and unrefined search term targeting further impeded performance.
The Impact
Through a comprehensive campaign overhaul, we improved efficiency, maximised conversion value, and streamlined data-driven decision-making, allowing for sustainable and scalable performance growth.
The Outcome
- MQLs increased by 5%
- Cost per MQL dropped by 44%
- MQL Conversion Rate improved by 66%
- Lead to MQL rate increased by 32%
- CTR up by 9%
- CPC reduced by 8%
- Overall cost fell by 41%
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The Brief:
The client, an enterprise software provider, faced several challenges in optimising their digital campaigns. They were tracking leads and MQLs through Offline Conversion Imports but without assigning appropriate value to each conversion. Manual bidding for MQLs and CPA had resulted in high CPCs, while targeting each country individually siloed data, limiting efficiency. Outdated ad formats and unrefined search term targeting further impeded performance.
Short-Term Results:
During onboarding we saw the potential for an immediate improvement just by setting up effective conversion tracking and switching the bidding strategy to use conversion focused smart bidding. The previous use of manual CPC was capped by Google Ads Grants policy to a maximum of $2/click, so by focusing on conversions and using smart bidding we were able to massively increase their spend and sign-ups before refining their performance through campaign restructuring, best practice settings, new ad copy and an in-depth search query review.
5%
MQLs increased by
44%
Cost per MQL dropped
66%
MQL Conversion Rate improved
32%
Lead to MQL rate increased
Long-Term Results:
Over 6 months of management, we consistently made optimal use of the Google Ads Grant while at the same time balancing advertising for multiple events, as well as consistent and successful advertising of the core support services to young people in need.
How We Did It:
Integrated conversion values into Google Ads, prioritising MQLs to ensure the algorithm focused on high-value actions.
Implemented a Smart Bidding strategy with CPC caps, striking a balance between cost efficiency and user quality.
Consolidated lower-performing countries into a single portfolio, improving budget allocation and data learning.
Developed and A/B tested new landing pages, identifying a top performer that significantly boosted conversion rates and improved the Lead to MQL ratio.
Replaced outdated ad formats with Responsive Search Ads, improving CTR.
Used N-Gram reports to eliminate irrelevant queries, reducing wasted spend and uncovering new growth opportunities.
Conducted a geographical performance review, identifying new market opportunities while cutting back on underperforming regions.
The client:
Through a comprehensive campaign overhaul, we improved efficiency, maximised conversion value, and streamlined data-driven decision-making, allowing for sustainable and scalable performance growth.
About the client:
The client, an enterprise software provider, faced several challenges in optimising their digital campaigns. They were tracking leads and MQLs through Offline Conversion Imports but without assigning appropriate value to each conversion. Manual bidding for MQLs and CPA had resulted in high CPCs, while targeting each country individually siloed data, limiting efficiency. Outdated ad formats and unrefined search term targeting further impeded performance.
About the Client
Our client, a leading enterprise software company, encountered significant challenges in enhancing the efficiency of their digital campaigns. Seeking improved performance and greater return on investment, they turned to strategic solutions to optimise their approach.
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Quotes from
PPC Geeks
“SaaS is a notoriously difficult area to get traction on, especially with comparative free offerings in this space. However, given the enterprise nature of this client’s product and the potential lifetime value, we specifically tailored our strategy to those high values and are proud of our consistently growing lead base and effective costs and the long term partnership we have with this client.”
– PPC Geeks Team
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