CDD Case Study
2,500% ROAS on YouTube For a B2B Manufacturer
The Challenge
Generate more qualified leads that drive high quoted lead value (estimated revenue) for an industrial manufacturing company offering a very specialized product to highly technical buyers.
Personalized PPC strategies to achieve aggressive B2B sales goals
This campaign is specific to B2B audiences on Google properties that deal with the client’s brand and generic terms that are relevant to their products and services, like industrial coils, industrial heat exchangers and nuclear-related terms.
We targeted audiences within YouTube by working with our client to generate a list of companies that would be ideal prospects for their business. The targeted companies, along with relevant industries and job functions, were then layered into the targeting for observation. We adjusted bids on specific audiences to allow the algorithm to prioritize our ads to reach more qualified prospects.
Optimizing a Custom CRM Feedback Loop with Google Ads and Salesforce
We partnered with the client’s development team to create a custom CRM integration between Google Ads and the client’s Salesforce platform. This gives us the ability to see which campaigns and keywords generate each lead, when they move into an opportunity/closed deal, and what the associated value (estimated revenue) is for each lead.
The integration automatically feeds the lead quality, close rate, and revenue data back into Google’s algorithms to optimize for higher-value clicks.
The Google Ads & Salesforce integration was extremely complex due to leads moving through two CRMs in the client’s sales pipeline. Users submit a web form which pushes the lead data to HubSpot. If qualified by sales, that user information is then pushed to Salesforce, created as a contact, and can then move through the Salesforce pipeline. We configured field mapping at each step in the integration so a unique Google click ID is persisted with the contact record through HubSpot and into Salesforce.
Our team of B2B marketing experts consulted with the client to develop a new Salesforce process to change a contact from a lead to an opportunity to a closed deal without losing the Google click ID, allowing the offline information to be passed back into Google Ads.
Exceeding Expectations and Creating Happy Clients
We exceeded our lead volume target by 35% with a Cost Per Lead 24% below goal.
The results have already exceeded the client’s goals. Based on the Salesforce data for Q2, this campaign has generated 35% more leads at a Cost Per Lead that is 24% lower than the target set by the client.
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