Operating in a highly competitive UK business finance market, the client was facing rising acquisition costs and steadily declining deal sizes from their Google Ads activity. This was compounded with a lack of reliable tracking and reporting.
About the client
An established B2B finance provider offering funding solutions to UK businesses.The company operates in a highly competitive paid search market where generating leads alone is not enough.
Marketing performance needs to be closely tracked and measured to ensure that every pound invested can be attributed to a business performance metric.
Challenge
Reduce Customer Acquisition Cost
Generate better results without relying on increased advertising spend.
Improve Lead Conversion Rates
Increase the number of converted leads to get the most of the spending.
Increase Average Deal Size
Get better and more valuable clients to work with.Audit
Comprehensive audit of the client’s Google Ads account. Uncovering where they had strength and areas that were causing dereases in performance.
Planning
Created a dedicated strategy based on monthly targets, with a focus on generating more qualified applications.
Tracking, Campaigns & Reporting
Connected Google Ads with Salesforce lead data to measure campaign performance against qualified leads and real business outcomes.
Ongoing Management & Improvement
Continuously monitored and managed the campaigns, using performance data and Salesforce insights to identify opportunities and improve Google Ads performance.
Regular Reporting
Provided monthly reporting focused on lead quality, campaign performance and lead progression through Salesforce.
Results
Over the first 6 months, improved campaign management and a value-based attribution system linking Google Ads directly to Salesforce outcomes increased average customer value by 23% and reduced customer acquisition costs by 24%, bringing in more qualified customers at a lower cost.
Salesforce
