The best PPC management agencies know how to reduce lead costs using custom strategies explicitly tailored to the exact project, market situation, and economic circumstances. In this case study, we show the actual scenario of how we reduced lead cost by 90% for a B2B SaaS company from the United States of America. However, this approach can be easily applied to any fresh B2B SaaS company that operates anywhere in the world and has a tight budget to start with.
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*The last 30 days data
Client Background and Campaign Objectives
Niche: B2B SaaS, Invoicing platform Location: USA Channel: PPC, Google Ads Goals:- Get as many leads as possible with target CPL $100
- Market and Competitor Insight Analysis
- Google Ads and Analytics Account Audit
- Integrated Advertising Strategy Formulation
- Conversion Tracking and Google Analytics Integration
- Creative and Copy Development
- Strategic Campaign Execution
- Remarketing
- Ongoing Campaign Analysis and Optimization
Strategy Development
Following good practices used by the best PPC agency uk, we started with market and competitor analysis. It revealed which keywords competitors target, how they position their brand, and what offers and messaging they use. Also, it helped identify audience segments, craft optimised ad copy, and uncover keyword and budget opportunities. By analysing competitor ad spending, landing pages, and performance benchmarks, we created an effective Google Ads strategy. At this point, it was clear that we couldn’t compete with other businesses on the ad budget level. So, it was necessary to find a way to advertise effectively with lower budgets.Smart Budgeting for SaaS PPC Campaigns
As the best PPC agency London, we decided to go with a guerrilla marketing strategy. We collected as many highly relevant, long-tail keywords with low competition as we could find and created a search campaign. Also, we decided to use the most valuable and relevant search queries as signals for the “Pmax” campaign. We chose PMax campaigns, as this type of campaign generally has lower CPC and more advanced audience targeting. This allowed us to stretch the limited budget further while still reaching highly qualified leads.PPC Test Campaign Results for B2B SaaS
During the first month, as the website missed the correct lead form, we agreed to launch test campaigns with a small budget just to check demand. So, clicking on the “Learn More” button was counted as a conversion. First-month results after launching ad campaigns: Conversions: 97 Cost of conversion: $ 25.6 Ad spend: $2483.2 We analysed the data we collected, optimised campaigns, completed the website form setup, and expected real conversions (leads who filled out the form) to be more expensive than the test conversions because, obviously, filling up the form takes more time and attention than just clicking on the learn more button. It means more people will drop off at this point. However, Based on data-driven forecasts of the best PPC companies, we expected it to be on the target of $100 per lead set by the client.Optimisation and Campaign Relaunch
In fact, we got even better results after increasing the budget and relaunching optimised campaigns. We refined keyword targeting, adjusted bidding strategies, and improved ad copy based on the data collected during the test phase. Additionally, the updated lead form ensured we were now tracking high-quality conversions that aligned with the client’s business goals. Second month results: Conversions: 152 (Successfully sent lead forms) Cost of conversion: $24.96 Ad spend: $3793.92
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Results
As a result of effective strategy and optimization, we increased the number of conversions by 56.7%, and the conversion cost decreased by 2.5%. This way, we reduced the expected client’s CPL of $100 by more than 75%. This project is ongoing, so we are still working on it, constantly analysing data, optimizing campaigns, increasing budgets, and testing new things. The KPIs continue to improve. CPL reduced even more, reaching $10.66, which gives us a reduction of almost 90% compared to the initial target of $100. At the same time, the budget exceeds $5000/month and keeps growing.
*The last 30 days data
