The restaurant technology company approached us without any prior experience of running PPC advertisements. Their marketing and sales strategies were disorganized, and although they directed traffic to their website, it was not being adequately monitored. They engaged our services to achieve two objectives: to establish an autonomous lead generation process and to enhance their industry’s brand recognition.
The primary obstacles that we encountered included:
No Lead Magnet – A compelling lead magnet is a vital component of a successful lead funnel. Unfortunately, the client did not have any opt-in incentives, deals, or promises that could serve as a captivating lead magnet.
Limited Budget – In comparison to other industry players, the client’s budget was comparatively lower. While other competitors had a daily budget of at least $1000, our client only had $133, making it challenging to achieve the low cost per lead target. To set our expectations, we typically use SEMrush during the research stage.
Insufficient Data – As the client had never run any ads before, they lacked any relevant data. Although this can be both beneficial and disadvantageous, having access to data before initiating a campaign is an excellent method of avoiding costly errors. In this instance, we had to start from scratch and forge a path.
Investigation – Whenever uncertain, research is the solution. Our research began with thorough keyword and competitor analysis. We utilized Google Ads planner to conduct keyword and ad copy research. SEMrush’s competitor analysis revealed that the competition was using “software demos” to generate leads.
Exact Match Keywords – Our previous research and experimentation have indicated that exact match keywords generate lower CPL and greater conversions than other match types. Although it may take longer to accomplish, this is the preferred alternative in the long run. Consequently, we chose to create ad groups that concentrate on “scheduling demos” and fill them with more exact match keywords than broad match or phrase match types. We adjusted these as search terms arrived to enhance performance.
Conversion Tracking – We pride ourselves on providing high-quality landing pages that convert. However, in this instance, since we required a simple way to schedule a demo, conversion tracking had to be seamless. We integrated Unbounce with Salesforce to establish a lead funnel that can be monitored at every stage.
Consistent Reporting – All of our efforts are valuable only if the client’s objectives are achieved! To conclude the loop, we initiated monthly reporting with weekly check-ins for the first month after launching.
We followed the steps below to launch the campaign:
Keyword Research
Ad Copy Writing
Competitor Research
Campaign Build
Review & Launch
Exactly one year of running Google Ads data:
Total Leads – 718 (with an average of 14 leads weekly)
Cost Per Lead – $51
Impressions – 1.79M
Clicks – 15.3K
*Disclaimer – to protect the client’s interests, the names of companies and people have been changed