How We Helped a Leading Background Check SaaS Company Double Their Leads in Just 2 Months!
Quick Overview
A leading SaaS company that helps clients with background checks needed help from Engineers in Marketing to get more leads. The Product had a solid use case and growing niche but their Google Ads was unprofitable and not bringing enough leads. They contacted Engineers in Marketing for help with Google Ads advertising.
The Challenge
The client was facing two challenges making them question if Google Ads could be a profitable marketing channel for them.
High Cost/Lead: Google Ads was not a profitable acquisition channel. Cost/lead was 2x their target.
Low Volume of Leads: Despite setting a high daily budget, the volume of leads was not helping them achieve growth targets.
The red line, denoting CPL, dropped significantly and the blue line, denoting lead volume, increased dramatically.
Here’s What We Did (With Attached Templates)
Audit Google Ads & Conversion Tracking (See what our audit template looks like)
Research the Business, Users, and Competitors (Our onboarding form reduces analysis time by 70%)
Develop Roadmap & Timeline of Work (See what our roadmap template looks like)
Restructure Google Ad Account (See what our account structure template looks like)
Optimize & Scale Account Profitably (See what our weekly account analysis & optimization looks like)
Step 1: Google Ads and Conversion Tracking Setup
See what our audit template looks like to better understand Engineers in Marketing's approach.
The objective at this stage is to better understand whether a win-win is feasible between both client & EIM. We look at the account to determine how much opportunity exists. We look into all components within an account such as campaign structure, ad groups, keywords, match types, bids, location targeting, audiences, etc.
Conversion tracking is an integral part of this process, and answers the question "how accurate is the data we are using?". 95% of accounts that we work on have poor conversion tracking, and that means we are not able to confidently determine whether Google Ads is profitable or not for your business. The first step is making sure that your website is feeding the right information back to Google Ads, so we can track if the Google Ads are converting clicks into customers.
In this client's case, conversion tracking was poorly set up, so that was a top priority. Additionally, the entire account needed to be restructured so that we can easily derive insights such as "what kind of keywords are most profitable for my business?" & "which ads are my best leads coming from?".
Step 2: Understanding the Business, Customers and Competitors
Our onboarding form reduces this stage by 70%
The objective of this stage is to learn about what you sell, who you sell to, and who you compete with as well as, or even better than yourself. By learning everything about your business, we're able to advertise to the right person, at the right time, with the right message. This plays a pivotal part in what makes us different, and why our process works.
Out of the all leads coming through PPC, we had to define and segment MQLs, IQLs, Opportunities, Leads, and conversions (customers). This phase included essential groundwork required for the next steps while also giving us valuable insights for remarketing campaigns in coming weeks.
Step 3: Setting Up a Detailed Roadmap and Timeline of Work
A clear roadmap ensures the strategy and efforts are aligned with each other. Our roadmap gives both us and the client a clear picture of:
What will be done?
When will it be done?
How much will it cost them?
And when will they start seeing results?
The plan above was laid out for this client. Like every other client’s work, we created spreadsheets for every step of the process including different types of analyses we conducted.
Step 4: Complete Advertisement Strategy Overhaul
We organize the accounts to cut the clutter and have a clear picture of:
What is working for the client?
What isn’t?
What to stop doing and what to double down on?
You can see our methodology from our account structure template. Even within account structure, we further have Ad Groups Structure segmented in ToFu (Top of the funnel), MoFu (Middle of the funnel), and BoFu (Bottom of the funnel) campaigns.
One-size fits all is never the case with the clients, there are always changes required based on different factors. But our framework has been really effective in bypassing Google’s limitations with assigning specific budgets on certain keywords, ads, and ad groups. To give you a perspective on why structuring your account is absolutely crucial, assigning specific budgets to specific locations is impossible without properly structuring your accounts.
For this background checking client, we started off with easy wins to gain traction. These steps included:
Segmenting Keywords By Brand, Competitor, and Other (We call this ToFu) across Search, PMAX, and Video Campaigns
Segmenting Audiences by Cold & Retargeting Traffic
Segmenting By Geography
The goal of segmentation is to have multiple streams of actionable data, from where we can define the best practices moving forward.
Our next step was to set up ads that brought high intent traffic to the website. The cost per click went slightly up for a while but the quality and quantity of leads both improved within the first month (stats shown in attached screenshot) showing a 33% increase from the previous month (when another agency was managing their Google Ads). We achieved these numbers even after spending 20% less budget on Google Ads.
Step 5: Ongoing Optimization and Account Scaling
By improving the strategy, directing the budget towards most rewarding campaigns, optimizing visuals, copy, and A/B testing CTAs on landing pages, we further improved the results to over 100% more leads. Which also means that we have essentially brought down the cost per lead to half of what it originally was before.
Client’s Review
"𝘐 𝘤𝘢𝘯'𝘵 𝘴𝘢𝘺 𝘦𝘯𝘰𝘶𝘨𝘩 𝘰𝘧 𝘈𝘣𝘥𝘶𝘭𝘭𝘢𝘩 - 5 𝘴𝘵𝘢𝘳𝘴 𝘢𝘭𝘭 𝘢𝘳𝘰𝘶𝘯𝘥. 𝘏𝘦'𝘴 𝘣𝘦𝘦𝘯 𝘢𝘤𝘤𝘦𝘴𝘴𝘪𝘣𝘭𝘦 𝘢𝘯𝘥 𝘦𝘢𝘴𝘺 𝘵𝘰 𝘸𝘰𝘳𝘬 𝘸𝘪𝘵𝘩, 𝘦𝘹𝘵𝘳𝘦𝘮𝘦𝘭𝘺 𝘬𝘯𝘰𝘸𝘭𝘦𝘥𝘨𝘦𝘢𝘣𝘭𝘦 𝘢𝘯𝘥 𝘱𝘢𝘵𝘪𝘦𝘯𝘵, 𝘢𝘯𝘥 𝘸𝘪𝘭𝘭𝘪𝘯𝘨 𝘵𝘰 𝘥𝘪𝘷𝘦 𝘪𝘯 𝘵𝘰 𝘨𝘦𝘵 𝘵𝘩𝘦 𝘸𝘰𝘳𝘥 𝘥𝘰𝘯𝘦 𝘸𝘩𝘦𝘯 𝘐 𝘣𝘦𝘤𝘰𝘮𝘦 𝘢 𝘣𝘰𝘵𝘵𝘭𝘦𝘯𝘦𝘤𝘬. 𝘞𝘰𝘶𝘭𝘥 𝘥𝘦𝘧𝘪𝘯𝘪𝘵𝘦𝘭𝘺 𝘳𝘦𝘤𝘰𝘮𝘮𝘦𝘯𝘥 𝘩𝘪𝘮 𝘵𝘰 𝘬𝘪𝘤𝘬 𝘰𝘧𝘧 𝘺𝘰𝘶𝘳 𝘢𝘥 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴, 𝘳𝘦𝘷𝘢𝘮𝘱 𝘴𝘵𝘢𝘭𝘦𝘴 𝘰𝘯𝘦𝘴 (𝘢𝘴 𝘩𝘦 𝘥𝘪𝘥 𝘧𝘰𝘳 𝘶𝘴) 𝘰𝘳 𝘵𝘢𝘬𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘳𝘳𝘦𝘯𝘵 𝘸𝘰𝘳𝘬 𝘵𝘰 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘭𝘦𝘷𝘦𝘭!”
Contact us to have similar results achieved for your business.
