38% Reduction in
Cost Per Lead
Google Search Strategy for a B2B Enterprise Company
Overview
An enterprise SaaS company selling cloud based business intelligence solutions needed to lower their costs per lead on Google search.
They needed to overhaul their current strategy and direct traffic to lead generating assets such as case studies, industry reports, and whitepapers rather than sending users to a generic home page.
The Challenge
The company was spending thousands of ad budget generating sub standard leads causing high acquisition costs.
Users searching on Google for a solution either clicked on a competitor ad or bounced out of the homepage without returning.
The challenges were to drive quality traffic to the site, provide value added content to retain users, and capture contact information at a targeted cost per acquisition goal.
The Solution
Developed a targeted campaign strategy focused on reaching key decision-makers and guiding them to high-value landing pages.
These pages were designed to educate prospects, build trust, and keep them engaged longer on the site which led to high quality conversions.
The Strategy
By building a strategy to align with the ideal client profile, I increased acquisitions into a predictable and scalable lead generation channel. These strategies reduced wasted budget and increased lead quality.
Strategy: Persona Research
By understanding who is responsible for making the decision and the people who use the product, the plan was to build a keyword and content strategy addressing their pain points.
Strategy: Keyword Research
The keywords they use, understanding the search terms they type into Google, and segmenting them by funnel stage allowed me to meet them where they were in their buying process.
Strategy: Landing Page Optimization
By building out a problem-first landing page tailored to the targeted keywords, it allowed for user consistency between the ad experience and the landing page.
Results That Speak
-38%
Decreased CPA
Decreased cost per lead from $2,000 down to $1,240.
25%
Increased Closed / Won
Avg Close Rate from 15% to 25% over 6 months.
93
Decreased Sales Cycle
Avg time to close from 104 days down to 93.