Case Studies

Case Study: SaaS Organisation Triples Leads After Just Two Months

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.

Summary


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


Quick wins

 

  • 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


Going forward

  • 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


Results


By expanding the reach and restructuring their Google Ads account, volume and key metrics improved significantly after just 2 months:

50,000 

keywords per location

+216% 

increase in SEM leads

-31% 

decrease in cost per lead

+268% 

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.

Author


Avatar

Jeroen Minks

With over 10 years experience in digital marketing, Jeroen helps businesses to get more results out of their online advertising budgets.