SAAS Company // Lead Generation
B2B Software Solution
Abstract:
Management was assumed in April of 2023. Starting with a limited scope, the client asked us to manage the account rather than their internal VP of Marketing to free time. Management of budget & bids were primarily assumed at first, with small changes to keywords & campaign structure/settings helping lead to an initial impact on Leads Generated & Cost Per Lead. During this period, budget was cut in half due to internal business shifts.
Strategies:
Initially, cost per lead decreased from $36 in March to $32 in April. May showed increased results with cost-per-lead decreasing from $32 to $28.5
Duties & scope were expanded to our full service option for Google Ads in mid-June 2023, where an account overhaul was executed in ordinance with Roundhouse Consulting’s performance-based account structure.
The Skinny:
Over the first 2 months of this rework, performance continually increased with Leads-per-week ending at 400% of previous values at end of test. Cost per lead decreased 66% and conversion rate increased 20% as well.
Cost per lead dropped significantly the first month, from $28.59 to $14.98 (a 48% decrease) and leads doubled from 313 to 631 (100% increase). This trend continues to this day as August is showing an all-time low cost per lead of $9.78, compared to $68.35 per lead the previous year (an 86% decrease).
Budget is expected to rise throughout the remainder of the year as a result of recent success.
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