Building a full-funnel paid media strategy that doubled Ricardo’s leads
"They beat their own forecasts by a factor of 3. I have no hesitation in recommending them"
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Juliet Lecchini
Marketing Director
-46%
Decrease in CPL
+114%
Increase in Leads
+87%
Increase in MQLs
About Ricardo PLC (Rail)
Ricardo Rail specialises in delivering expert consultancy, assurance and engineering services across rolling stock, signalling, infrastructure and operations for operators, infrastructure managers and manufacturers.
With deep cross-sector experience in propulsion, decarbonisation and safety, they help rail clients worldwide improve performance, reliability and sustainability.
The Challenge
They previously ran a limited LinkedIn campaign in-house, without any internal expertise, focusing on engagement without proactively tracking performance and looking to scale. We were brought on to overhaul the strategy and improve the volume and quality of leads.
What we did
- Restructured the LinkedIn campaigns, using best practice settings and campaign structure
- Introduced a more full-funnel approach to prospecting on LinkedIn
- Used webinars to drive valuable leads of higher quality
- Identified the highest engaged countries across NAMER, EMEA and APAC to improve efficiency
- Launched the Google Ads account for the first time, driving awareness and webinar signups for an in-demand audience
- 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
How we did it
- Updated a lot of LinkedIn campaign settings which were causing a lot of waste. One obvious example was “expand audiences” had been switched on, which was causing most of the ad spend to be delivered to people working for companies completely irrelevant to the rail industry (such as Google, Apple and IBM).
- Analysed performance by country, and discovered that a large percentage of the budget was going to countries with very little engagement and opportunity. We refined this using data, which improved performance substantially
- Introduced proper awareness campaigns with video creative, to help drive initial brand awareness and increase traffic to the website
- Retargeted those engaged users with Lead Gen ads promoting relevant webinars, which achieved a very strong sign up and attendance rate
- Implemented proper tracking, which was lacking before. We used Google Tag Manager to create both conversions and micro conversions we could use to measure performance and create audiences from
- Launched Google Ads for the first time for Ricardo, capitalising on highly relevant search terms, as well as highly targeted display and video campaigns using strong audience targeting and segmentation
Results
- 46% decrease in cost per lead
- 114% Increase in leads
- 87% increase in MQL’s
Stagnant growth? Messy attribution?
Book a Call or Send a message.
hello@example.com
+1 (555) 000-0000
123 Sample St, Sydney NSW 2000 AU
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