Lead Acquisition Strategy
When I got hired, I redesigned their Google Ads account structure, setting up campaigns for each device category and further segmenting into ad groups targeted at specific audiences. This allowed us to test different marketing angles. For instance, biometric and ruggedized devices were marketed differently; for construction versus logistics, we used different marketing angles for the same device depending on the audience's business needs.
Scaling the Successful Ad Groups and Different Funnels
When an ad group demonstrated potential, indicating a successful approach for a specific device and audience, we then escalated this ad group into a standalone campaign and allocated a larger budget. Our lead generation funnel varied based on the device, its uses, and who we were targeting. For instance, for devices aimed at large companies, we combined LinkedIn and Google Ads to focus on those big players. For smaller businesses like restaurants and shops, we used a mix of Facebook, Instagram, and Google Ads. Google Ads was our go-to for all campaigns, supported by email marketing. Results In 8 months: ● Monthly leads from paid ads increased by over 410%. ● The cost per lead decreased by 28%.
