Case Study: PPC Lead Generation For An Innovative Global IT Company

IT Case Study Situation Appraisal: PPC Lead Generation

Client is a global, $150 million dollar publicly held IT company needing to increase the quality and volume of sales leads, reduce the average cost per lead, target specific product line opportunities, and expand branded and non-branded market awareness and share. Professionally managed PPC lead generation was clearly needed.
Prior to Atkins PPC management, client’s PPC campaigns were poorly designed with limited conversion tracking setup. Account focus was heavy on branded. Both non-branded and stronger branded opportunities werevmissed.
Client approached Atkins for a custom PPC lead generation solution. Atkins performed an extensive audit of the existing PPC account then spearheaded a new PPC lead generation initiative to meet the needed objectives.

Atkins formulated a national, custom PPC lead generation strategy to reach objectives and garner strong performance. This included remarketing campaigns, account restructure in Google/Bing, new keyword sets, fresh ad copy, highly converting custom landing pages, detailed conversion tracking, audience targeting, CRM integration, and advanced call tracking.
The primary goals of this campaign were to increase the quality and number of leads, improve the lead follow up process, and decrease cost per lead each month.
With all the right tactics in place, Atkins met evolving campaign goals by generating consistent lead quality and volume. Sales lead feedback is also consistently applied to help optimize campaign performance.
Even though lead generation was the primary objective, $7400 in online sales was generated from PPC as an additional value-added benefit.
Based on the preceding results, a second phase may later expand these campaigns to other global regions beyond US shores.

Identified & added top performing keywords
Universal lead tracking set up
Call Tracking set up
Expanded text ad, responsive search ads, and ad extension creation
Creation of custom, high-converting landing pages
500+ negative keywords added
Search query analysis
Strategic bid optimizations
Increased lead volume across calls and form submissions
Applied email lead notifications for both calls and form fill leads
Strategic partnership with client’s leadership to develop processes to close leads
Salesforce integration tracking and refinements
Integrated landing page form fills to Salesforce CRM system
Call lead closure analysis for improved lead follow up

257 total leads over the above 10 month period with leads still coming in
Overall trend of lead volume has improved each month despite flat budget
This shows monthly efficiencies and reinvested budgets to capture more leads
Due to seasonality and less search demand, December volume was down compared to previous months
Improved lead volume in March and April during COVID-19 economic uncertainty
Added Value: Generated 28 E-commerce sales with leads being the primary objective

Stuart Atkins