Client Overview & Challenge
The client is a B2B company specializing in the wholesale distribution of workwear, including medical uniforms, factory safety clothes, and other industry-specific apparel. Their business model relies on custom offers generated through form inquiries.
Problem Statement:
Before partnering with us, the client was generating 221 leads per month with a Cost Per Lead (CPL) of 22.3€, using an ad spend of 4,928€ per month. While the volume of leads was substantial, the client wanted to improve the efficiency of their lead generation efforts by reducing the CPL and increasing the total number of leads.
Problem Statement:
Before partnering with us, the client was generating 221 leads per month with a Cost Per Lead (CPL) of 22.3€, using an ad spend of 4,928€ per month. While the volume of leads was substantial, the client wanted to improve the efficiency of their lead generation efforts by reducing the CPL and increasing the total number of leads.
Strategy
We implemented a targeted Google Ads strategy focused on increasing lead volume while reducing the CPL. This involved refining keyword targeting, optimizing ad copy for conversion, and making strategic adjustments to bid management.
Tactics
Keyword Expansion
- High-Intent Keywords: We identified and prioritized keywords that demonstrated high purchase intent.
- Negative Keywords: We also expanded the negative keyword list to filter out irrelevant searches, focusing the budget on more qualified traffic.
Ad Copy Optimization
- Lead-Focused Messaging: We refined the ad copy to emphasize the ease of requesting custom quotes and the benefits of bulk purchasing, making the ads more appealing to businesses looking for tailored solutions.
Bid Management and Budget Allocation
- Automated Bidding Strategies: We implemented automated bidding strategies designed to maximize conversions while controlling costs. This allowed the budget to be allocated more efficiently towards high-conversion opportunities.
- Budget Increase: We slightly increased the budget to 5,250€/month, strategically focusing on high-performing campaigns to scale lead generation.
Results
Leads Generated
Increased from 221 to 386 leads per month over 4 months.
CPL
Decreased by 39%, from 22.3€ to 13.6€.
Ad Spend
Increased slightly from 4,928€ to 5,250€, leading to a substantial increase in lead volume while dramatically reducing the CPL.
Summary
Through targeted keyword optimization, refined ad copy, and strategic bid management, we were able to increase the number of leads from 221 to 386 per month while decreasing the CPL by 39% within four months.
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