Connexin: Using PPC to Drive Best Ever Lead Value
THE RESULTS
87% | decrease in cost per lead |
600% | increase in qualified lead value |
75% | increase in lead volume |
The Challenge: Volume too low and cost too high
Connexin is an innovative and disruptive technology company. They specialise in building and operating award-winning smart city infrastructure to support the Internet of Things (IoT).
Our relationship with Connexin started in February 2021. In less than three months we generated over half a million pounds of new leads, exceeding all expectations.
Connexin’s brief was simple: drive more leads at a lower cost.
They had run some small-scale Pay-Per-Click (PPC) advertising campaigns which had failed to capture leads at the volume or cost they wanted. They lacked the in-house skill set to run a PPC campaign efficiently, and to optimise and scale campaigns.
Connexin chose 43CN as a partner to support them in running highly optimised and effective advertising campaigns, and to assist with building long-term strategies. As part of their long-term plan, they also needed a partner who could work with their in-house team to build understanding and competency in paid advertising.
Identify high-value, high-intent customers
We quickly identified the opportunity to reduce Connexin’s costs by refining its keyword targeting. With in-depth, granular research, we created a core group of keywords that matched Connexin’s product offerings and customer intent.
To support our keyword plan we built a structure that allowed for ads and landing pages to be tailored to each of Connexin’s services. This helped us to increase the client’s quality score and reduce ad costs, which in turn allowed us to scale lead volume.
Finally, we worked with Connexin to integrate their CRM tools with Google Adwords. This gave us the data we needed to accurately identify the quality of leads, further refining our targeting. Ultimately this meant that we were able to confidently and precisely direct Connexin’s advertising spend towards high-value, high-intent leads.
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
