A large SaaS organisation was not getting the full potential out of their Search Engine Marketing (SEM) campaigns.
Basic setup and almost no optimisation were limiting the growth of the channel and therefore making SEM a relatively low priority for the business.
After just two months leads increased with 316%, making SEM their single largest lead generation channel and a top priority for the business.
What I Did
Directly made quick wins to the current account setup to illuminate unprofitable spend
Improved Google Ads tracking and attribution to collect more valuable data
Restructuring and expanding
Restructured Google Ads accounts to split out campaigns based on product, location and brand
Expanded keyword list from 750 to 50,000+ keywords per location and brand
Launched Bing Ads campaigns
Set up an ongoing optimisation schedule to optimise keywords, bids, ad copy’s and landing pages
Analysed historical marketing ROI to make CPA and budget recommendations
By expanding the reach and restructuring their Google Ads account, volume and key metrics improved significantly after just 2 months:
keywords per location
increase in SEM leads
decrease in cost per lead
increase in SEM ROI
After the restructure and expansion phase leads continued to grow. After 6 months leads increased further with 490% compared to the baseline, while ROI analysis assured that the budget was spent in profitable areas.