Industry:
Software and Technology
Background:
A Swedish software company specializing in open-source consultancy, cloud-native technologies, and software development needed a significant boost in lead generation. With offices in the US, Canada, and Europe, they provide tech support to major telecom providers and international organizations. The company turned to us for a comprehensive digital marketing strategy aimed at driving qualified leads and increasing conversion rates. However, the main challenge was the lack of historical data, as the company had just launched their Google Ads account, leaving us with no past performance insights to build upon.
With only a 10-day trial period to conduct research and build the foundation of the campaign, followed by 20 days to produce measurable results, we faced tight deadlines. The company needed a marketing partner who could deliver fast and efficient outcomes, making every ad dollar count.
Challenges:
No Historical Data
Starting with a new Google Ads account, there was no prior data on traffic or conversions to guide campaign strategies. This required building the entire digital marketing plan from scratch, including market research, keyword analysis, and ad targeting.
Limited Budget
The budget for this campaign was only $2,100, which had to be optimized for maximum efficiency. The limited funds meant precision targeting was essential to prevent wasted spend and ensure high-quality leads were generated.
Limited Time
We had a mere 10-day window to complete the initial setup, including market research, keyword analysis, and campaign planning. Following that, we had only 20 days to show results in terms of generating leads.
Broad Targeting Scope
Initially, the campaign was set to target multiple countries, which diluted the effectiveness of ad spend. This broad approach increased costs while reducing relevance, making it harder to reach the right audience and drive conversions within a limited budget.
High Competition for Keywords
Operating in the SaaS industry meant facing high competition for important keywords, driving up the cost-per-click (CPC). Without historical performance data, determining the right keyword bids and balancing cost-effectiveness with visibility was a significant hurdle.
Our Approach and Actions Taken:
To tackle the challenges, we developed an eight-step approach designed to optimize the campaign for lead generation, improve ad relevance, and deliver measurable results.
Comprehensive Market Research and Keyword Analysis
We began by diving deep into market research to understand the competitive landscape and identify the most relevant keywords for the SaaS industry. We segmented our research based on customer intent, focusing on high-conversion keywords related to software development, cloud-native technologies, and open-source consultancy. Using tools like Google Keyword Planner, we analyzed the average cost-per-click (CPC) and mapped out the potential return on investment (ROI) for each keyword. To stay within the limited budget, we prioritized low to medium CPC keywords with high relevance to the client’s services, ensuring maximum traffic potential without exceeding cost constraints.
Geographic and Demographic Focus
Initially, the campaign’s geographic targeting was too broad, covering multiple countries. After analyzing the client’s user base and market potential, we narrowed the targeting to key cities with a high density of potential customers. For example, we focused on tech hubs like Stockholm, New York, and Toronto, as these regions had a concentration of companies needing SaaS solutions. Additionally, we used demographic data to pinpoint decision-makers within the target organizations, such as CTOs and IT managers, optimizing ad spend by focusing on high-value prospects.
Negative Keywords and IP Filtering
To ensure the ads were reaching the most relevant audience, we implemented a robust list of negative keywords, which filtered out irrelevant search terms such as "free software" or "beginner cloud tools." This helped eliminate traffic from users who were unlikely to convert. In addition, we utilized IP filtering to block internal and irrelevant traffic sources, particularly from regions or competitors that wouldn’t generate leads. This refinement reduced wasted clicks and allowed the budget to focus on high-quality leads.
Daily Search Term Reports
We monitored search terms daily to track which specific queries were triggering the ads, paying special attention to underperforming keywords that were driving low-quality traffic. By using exact match keywords and adjusting the campaign based on real-time data, we ensured that the ads were only shown to users with clear buying intent. This practice not only optimized the relevancy of the ads but also lowered the overall cost-per-conversion, as the clicks became more valuable over time.
Custom Display Creatives and Retargeting
By the end of the first week, we identified users who visited the website but did not convert. To re-engage these potential leads, we developed custom display ads featuring compelling offers, such as discounts and free strategy calls. These creatives were tailored to different user segments and delivered through Google Display Network retargeting campaigns. Additionally, the ads were created in multiple dimensions and formats to ensure they were optimized for various devices, increasing the chances of recapturing interested visitors.
A/B Testing and Continuous Optimization
We implemented a rigorous A/B testing strategy across several aspects of the campaign. We tested different ad copies with varied headlines and descriptions, comparing performance to find the most engaging messaging. Landing pages were also tested with different layouts, call-to-action buttons, and trust-building elements (e.g., customer testimonials). By continuously optimizing these elements based on performance data, we refined the campaign to ensure the highest possible conversion rates. For instance, ad extensions like sitelinks and callouts were customized to further improve click-through rates.
Aggressive Bidding on Competitor Brand Names
As the campaign neared its end, we turned to a more aggressive bidding strategy on competitor brand keywords. We targeted the names of companies offering similar SaaS services, driving traffic from potential customers already considering similar solutions. This approach allowed us to capture the attention of prospects in the final stages of their decision-making process. Although CPCs for competitor names were higher, this tactic provided valuable data on new users and positioned our client’s offering as a viable alternative in the market.
Turning Off Low-Performing Campaigns
Throughout the campaign, we continuously evaluated the performance of each ad group and keyword. Campaigns that failed to meet our benchmarks for click-through rate (CTR) and conversion rates were turned off, allowing us to reallocate the budget to the best-performing campaigns. By focusing on high-efficiency campaigns, we ensured that every dollar was spent driving qualified leads, optimizing the overall return on ad spend (ROAS). This approach allowed us to shift budget dynamically, scaling successful strategies while minimizing losses from underperforming segments.
Results:
Despite starting with a new Google Ads account that lacked historical data, we successfully implemented a targeted strategy that delivered significant results within a tight budget and limited time frame. Here’s a closer look at the outcomes we achieved:
8-10 Leads Generated
In just 20 days, our campaign generated between 8 to 10 highly qualified leads. For a SaaS company operating with a limited budget of $2,100, this was a remarkable achievement, demonstrating the effectiveness of our precision targeting and keyword strategy. These leads were not just casual inquiries but decision-makers from organizations actively searching for software solutions similar to those offered by the client. By focusing on exact match keywords and optimizing the ad spend around high-intent search terms, we ensured that each lead was a strong potential customer, positioning the company for future sales opportunities.
Optimized Ad Spend with Maximum Efficiency
With a modest budget to work with, our priority was to ensure that every dollar spent contributed to meaningful results. By narrowing the geographic focus to key cities and using detailed demographic targeting, we maximized the relevance of our ad placements. This strategy allowed us to cut out wasteful ad spend on irrelevant clicks, ensuring that the traffic we generated had a higher likelihood of converting into leads. The cost-per-click (CPC) for our selected keywords remained within the budget while still providing substantial visibility in a highly competitive market. By leveraging negative keywords and filtering out non-converting IP addresses, we further refined the ad performance, resulting in lower acquisition costs and higher ROI.
Increased Conversion Rate through Retargeting and Custom Creatives
Our retargeting strategy proved instrumental in boosting the overall conversion rate. Custom display ads targeting visitors who had previously interacted with the website but hadn’t converted led to a significant uplift in engagement. By offering incentives like discounted services and free strategy calls, we successfully re-engaged users, converting many of them into qualified leads. The personalized approach helped the company stand out from competitors and build stronger relationships with potential customers, contributing to the improved conversion rate.
Improved Click-Through Rate (CTR)
As a result of ongoing A/B testing and optimization, we saw a noticeable improvement in click-through rates (CTR) across the campaign’s lifecycle. Testing different ad variations allowed us to hone in on the most effective messaging and creative combinations, leading to higher engagement levels from the target audience. This data-driven approach meant that every adjustment was based on measurable performance, contributing to the campaign’s overall success.
Laid the Foundation for Future Campaigns
While the immediate goal of generating qualified leads was met, the campaign also provided invaluable data for future marketing efforts. With new insights into keyword performance, audience behavior, and conversion patterns, the company now has a wealth of information to guide its long-term digital marketing strategy. This data will allow for more refined, targeted campaigns moving forward, ensuring continued growth and optimized performance as the company scales its advertising efforts.
Conclusion:
This case study highlights how a well-crafted, data-driven digital marketing strategy can deliver results even with a limited time and budget, and no historical data. By focusing on precision targeting, continuous optimization, and smart retargeting, we were able to help the client achieve their lead generation goals and set the foundation for future marketing success.
Our approach ensured that every action—from keyword selection to audience segmentation—was designed to maximize efficiency and drive measurable results. The strategic use of daily search term monitoring, A/B testing, and custom creatives allowed us to refine the campaign in real time, adapting to emerging data and market conditions. This level of responsiveness was crucial in delivering qualified leads within just 20 days, demonstrating that even new accounts can see rapid growth with the right approach.
Moreover, the use of retargeting helped convert potential customers who initially did not engage, proving the importance of nurturing interested prospects and staying top of mind. This method not only drove more conversions but also contributed to enhanced brand recognition in a competitive SaaS marketplace, positioning the client for future success.
In conclusion, this project underscores the transformative power of a data-driven marketing strategy that emphasizes precision, adaptability, and continuous improvement. For companies facing similar challenges—whether it's a lack of historical data, budget limitations, or the need for rapid results—our tailored approach can help unlock new opportunities and accelerate growth.
If you're ready to take your digital marketing to the next level and drive results that matter, our team at Yups is here to partner with you. Whether you're looking to generate leads, increase brand awareness, or build a long-term marketing strategy, we can help turn your vision into measurable success. Contact us today to discover how we can support your growth journey.
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