Problems and Challenges

Our client is a B2B SaaS solution for the construction lifecycle. It needed to look for businesses that wanted to digitize their tendering processes and access construction intelligence data. Because their platform requires large businesses for product market fit, their average engagement is over $1M.

At each company, the decision maker is found within the Product, Marketing, IT, or Compliance department. Their past experience with advertising on LinkedIn and Google had not produced noticeable results. Our client came to us wanting to be wise about ad spend to prove ROI. Moreover, the competition in their arena has heated up. We pointed out to the client that competitors were stealing traffic from them using Google Ads.

Taking a holistic approach

To launch a Google PPC campaign with branded and non-branded key terms critical to their business, we created an initial plan to bid on a very limited set of terms. For each term in Google, we wrote the ad copy, designed remarketing creative ads, and laid out the campaign hierarchy and targeting strategy. To fuel a nurturing series of new leads, we also helped our client produce dedicated landing pages in HubSpot for each ad campaign.

As part of our longer-term strategy, we also worked closely with this client on organic search performance. From technical SEO improvements to backlink strategies, we’ve been focused on moving them up the ranks and edging out their competition.

The outcome

Our advertising campaign generated over 12000 visitors to our client’s website in the first six months. Over 400 targeted account leads were generated, 84 form submissions were generated, and 19 new prospects were identified.

We drove 12 conversions from remarketing ads on the Google Display Network for our client’s website solutions and project pages using remarketing ads. Within 24 hours of seeing our ads, users returned to our client’s site and filled out a form.

In the beginning, our landing pages were converting poorly for our key terms, and our competitors were outranking us in average position on the page. Our solution was to audit competitor landing pages and make recommendations to improve our client’s meta titles and meta descriptions. Our conversion rate increased by 400% month-over-month after implementing these recommendations and we continue to see strong results in the future. We also increased our average position by 1 full position for each term.

Furthermore, organic Google site traffic has increased due to search position gains, resulting in website demo requests.

In order to better align with the keywords we were ranking for, we wrote new title tags and meta descriptions for the top pages on the website. By improving our organic search click-through rate, we drove more organic traffic to our website, which ultimately enhanced our rankings. In order to improve organic search visibility, user engagement and CTR are often overlooked. From the existing content on the website, we repeated this process several times to increase visibility and traffic.

A strategy to stay on top of search result pages always involves creating new content. The website’s impactful new content was determined by researching keywords that were relevant to the business at all funnel stages as well as having the right combination of search volume and competition level to rank well and start seeing organic traffic gains in a reasonable amount of time.

By using the tactics outlined above, we have increased leads generated by 60% over the past year.