Industry
Staffing & Recruiting
Challenge
The client faced declining profitability due to low lead quality and an ineffective Google Ads account structure that focused on overly broad terms and messaging.
Results
By revamping the landing page with additional qualifiers and restructuring the Google Ads account to focus on lower funnel terms, the client experienced a 50% increase in qualified leads at a 10% lower CPA. Qualified lead rate improved by 80%, and conversion rate increased by 29%, significantly boosting pipeline revenue.
Key Product
PPC
About Our Client
This client is a B2B Sales Assessment Provider specializing in pre-hire candidate assessments to help companies identify high-performing sales representatives.The Challenge
The B2B Sales Assessment Provider was struggling with declining profitability driven by low lead quality. Their existing Google Ads account was structured around overly broad terms and generic messaging, leading to a high volume of unqualified leads. This inefficiency not only inflated their costs but also hindered their ability to connect with potential clients who were genuinely interested in their pre-hire candidate assessment tools.
The Solution
Recognizing the pressing need for a more effective lead generation strategy, the provider sought the expertise of (un)Common Logic. Our team undertook a comprehensive audit of their existing PPC campaigns and identified key areas for improvement. We revamped the landing page to include additional qualifiers, ensuring that only genuinely interested prospects would proceed further. Additionally, the Google Ads account was restructured to focus on lower funnel terms that are more likely to attract high-quality leads. This meticulous approach not only optimized their ad spend but also significantly improved the quality of leads, setting the stage for substantial business growth.
The Results
Our client experienced a 50% increase in qualified leads, which directly contributed to a more robust sales pipeline. Furthermore, the cost-per-acquisition (CPA) was reduced by 10%, demonstrating a more efficient use of their marketing budget. The qualified lead rate saw an impressive 80% improvement, and the overall conversion rate increased by 29%. These metrics underscore the effectiveness of targeted PPC strategies in driving high-quality leads and enhancing business profitability.
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