Industry
SaaS
Challenge
SumTotal faced significant challenges in leveraging PPC as an effective lead-generation channel. After years of paused campaigns due to disappointing results, the company needed a strategic overhaul to compete in an increasingly crowded marketplace and generate high-quality leads.
Results
Through a complete restructure of their Google Ads account and strategic campaign refinements, (un)Common Logic helped SumTotal achieve a 72% increase in leads year-over-year while reducing cost per lead (CPL) by 10%. These improvements positioned SumTotal to grow its pipeline and improve the efficiency of its marketing spend.
Key Product
PPC
About SumTotal
SumTotal, a leading HCM software provider, offers tools to optimize workforce management, learning, and development. In a competitive SaaS market, effective digital marketing ensures they connect with motivated clients.
The Challenge
SumTotal’s PPC campaigns had been paused for years due to underwhelming performance. With competition in the HCM space growing, the company needed to reestablish its presence in paid search and validate PPC as a viable lead-generation channel. However, the existing campaign structure lacked the focus necessary to attract and convert high-quality leads. SumTotal required a complete overhaul of its Google Ads account to reduce inefficiencies, improve ad relevance, and optimize its marketing spend for measurable results.
The Solution
(un)Common Logic rebuilt SumTotal’s Google Ads account from the ground up, implementing best practices for campaign structure and optimization. Keywords were consolidated and aligned with new ad copy that emphasized refreshed value propositions, improving ad relevance and engagement. The team employed a full-funnel strategy that targeted prospects at various stages of the buyer’s journey, ensuring the campaigns captured both high-intent users and those earlier in their decision-making process.
Ongoing budget optimizations and a focus on user feedback allowed the team to refine targeting and maximize the volume of high-quality leads. Click-through rates (CTR) improved as a result of the more focused keyword and ad copy strategy, while reduced user friction ensured smoother conversion paths. By leveraging data-driven insights and maintaining a close collaboration with SumTotal, (un)Common Logic achieved sustained performance growth.
The Results
The revamped PPC strategy delivered significant outcomes for SumTotal. Lead volume increased by 72% year-over-year, showcasing the effectiveness of the refreshed campaign structure and strategic focus. Cost per lead was reduced by 10%, reflecting improved efficiency and the ability to generate more leads for less. The updates to ad copy and search keywords not only boosted CTR but also ensured that the leads generated were of higher quality. These results enabled SumTotal to regain confidence in PPC as a critical channel for driving pipeline growth and achieving long-term business success. This case study underscores the power of strategic planning and continuous optimization in transforming underperforming campaigns into key drivers of growth.
Ready to get started with PPC?
