The Challenge
This company develops customer relationship management (CRM) software. Its system helps marketing teams and teams that sell reach their goals, and helps a business keep strong, long-term relationships with its customers.
From 2024-03 to 2024-06, the company was in its low season. It wanted more leads, and leads of higher quality. Broad marketing campaigns could not give it that, so it needed a more targeted approach that reached the right people.
Our Approach
Primal started with Performance Max (PMax) campaigns in the low season. PMax uses Google’s automation to optimise ads across several channels at once.
PMax did not give the results the company wanted, so Primal looked at the limits of that approach and changed the strategy. From 2024-07, all the work went into search engine marketing (SEM), the ads shown in search results. Primal raised the budget of the Generic campaign, which was performing best, and ran the ads 7 days a week instead of on weekdays only.
Outcomes Achieved
Primal put the new strategy in place in 2024-07. More budget went to the campaigns that performed best, and the ads ran across the whole week. These 2 changes showed how much timing and the split of the budget matter when a business needs leads.
The company got the high-quality leads it asked for, through the low season. Leads rose 471% in 3 months, the conversion rate rose 431% and the cost per lead (CPL) fell 75%.
- 471%Increase in Leads
- 431%Increase in Conversion Rate
- 75%Lower Cost Per Lead (CPL)
Key Insights
- In the low season, broad marketing campaigns could not give the company the number and quality of leads it wanted.
- When Performance Max did not give the results the company wanted, Primal put all the work into search ads, raised the budget of the best-performing campaign and ran the ads 7 days a week.
- The 2 changes showed that timing and the split of the budget matter for leads. Leads rose 471% in 3 months and the cost per lead fell 75%.
