We were initially brought on to manage the EMEA activity, which then expanded to cover all of APAC, too. The primary objective was to enhance the quality of leads being generated through Google Ads, in both the EMEA and APAC regions.

Leads were coming through, but it was only around 10% which were moving on to an MQL stage, suggesting a lot of the initial leads were of low quality. Our task was to improve the quality, so that a much higher percentage would become MQL's, whilst keeping the initial CPL relatively stable.

• Restructured the Google Ads account and campaigns, leaning more into Performance Max campaigns
• Optimised the number of conversion goals and actions, to differentiate between high and low value actions, to improve the quality of data provided to Google
• Reallocated budget to more high-performing countries that had a stronger sales support structure, to increase efficiency
• Introduced a more full-funnel approach to prospecting on LinkedIn
• Actioned a more targeted ABM approach on LinkedIn to help with prospecting key company targets

• Consolidated the Google Ads account, which had a lot of unnecessary campaigns and adgroups, which was a dated best-practice. This increased the number of conversions flowing through each campaign and adgroup, helping to more effectively feed the algorithms
• Created Performance Max campaigns, which the account had never previously experimented with, to utilise key audience personas and mapping them to a complex set of audience signals and combined audience segments. This campaign quickly became the biggest focus of spend, with the cost per MQL reducing by as much as 90% compared to historical account performance
• We reduced the number of micro-conversions and started focusing on higher-value actions. Previously all conversions were being used in every campaign, which was confusing the system, so we focused on increasing the quality and simplifying this
• Established which countries within APAC and EMEA had the strongest support “on the ground” to nurture any new leads, and switched the targeting up to only focus on these strongly supported regions
• Introduced a full-funnel approach in LinkedIn by using video creative to drive awareness at the top of the funnel, before delivering a variety of whitepapers and webinar invitations to this audience, followed by a final retargeting phase to encourage form submissions and call bookings
• Brought in a more targeted ABM approach, directing the client to upload extensive lists of their high value targets, which led to much stronger levels of engagement and action

• 701% increase in MQL’s
• 430% increase in overall conversions
• 267% increase in conversion rate
• 350% increase in budget due to results