PPC

122% Increase in Conversions Thanks to PPC Optimization

Our client specializes in deploying modern solutions—from advanced cloud systems to secure on-premises architecture. Given that they sell complex services with a longer sales cycle, a stable supply of highly qualified B2B leads is absolutely crucial for their business growth.

Marketing

The Challenge

The client approached us with the goal of streamlining their acquisition campaigns. While the original setup was driving traffic to the website, it failed to generate relevant B2B inquiries. The primary issues were:

  • Clicks Instead of Leads: The campaigns were primarily optimized for clicks. They captured users' attention but struggled to translate into real business results. 
  • Blanket Remarketing: Retargeting campaigns addressed website visitors mostly uniformly. There was a lack of detailed segmentation that would show potential clients content exactly matching the services they had shown interest in. 
  • Low Creative Variability: Campaigns usually ran with a single core creative. This limited the room for systematic A/B testing and discovering which messages and visuals resonated best with the target audience. 
  • Need for Strategic Oversight: Individual activities lacked a comprehensive long-term concept, making continuous evaluation, systematic development, and future scaling difficult. 
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The Solution

  • 1. Setting Up Accurate Tracking and Data Analytics

    Clean data was the foundation of our success. We expanded conversion tracking to include not just completed contact forms, but also webinar registrations, for example. This more detailed analytics allowed us to accurately map user behavior and start optimizing campaigns with real business goals in mind. 

  • 2. Restructuring Google Ads and Shifting to Conversions

    We switched the newly launched campaigns from maximizing clicks to maximizing conversions. The Google Ads account underwent a complete restructuring: 

    • Dedicated Campaigns: We separated individual products, allowing for precise budget management and targeting based on the specifics of particular solutions and markets. 
    • Brand Protection: We created a separate brand campaign and conversely excluded brand searches from generic campaigns to avoid unnecessarily increasing acquisition costs. 
    • Eliminating Overlaps: We removed situations where our campaigns were competing against each other in the same search queries. 
    • New Formats: We added Performance Max campaigns to the mix and tested smart bidding strategies. 

  • 3. Advanced Audience Segmentation and Meta Lead Forms

    We replaced blanket targeting of all website visitors with detailed segmentation. We began dynamically showing users content based on the specific product they had viewed. We excluded existing customers from retargeting and instead used their data to create powerful Lookalike audiences. Furthermore, by implementing native Meta Lead forms, we managed to significantly shorten the conversion path and generate a manifold increase in contact volume. 

  • 4. Systematic A/B Testing of Creatives

    We replaced the random deployment of ads with a data-driven approach. In close collaboration with designers, we prepared various versions of visuals and copy. Subsequent systematic A/B testing showed us which messages brought in the highest-quality leads at the lowest costs. 

  • 5. Long-Term Marketing Strategy

    We anchored all individual activities into a comprehensive business vision. We designed a sustainable strategic layout that cleverly combines the tactical promotion of individual products with campaigns to build brand awareness. We regularly evaluate and further optimize the entire system. 

The Result

The new account structure, focus on conversions, and rigorous segmentation brought demonstrable improvements across all key metrics. We were able to clarify the data, streamline budget allocation, and successfully kick-start the scaling of campaigns.
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+ 122.94% in total conversions

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- 14.96% in overall CPA

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+ 524% in leads from Meta Ads

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- 78% CPA on the Meta platform

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+ 199% in clicks and + 94.6% in impressions (Meta)

Conclusion

Properly set up data analytics, account restructuring, and the transition to smart conversion strategies allowed the client not only to radically reduce acquisition costs but, more importantly, to start generating high-quality B2B contacts in a sustainable and predictable manner. The client thus gained an effective marketing ecosystem that is fully prepared for further stable growth and expansion.
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