Preparing Your Business for the Holiday Rush: A Marketing Guide

How Clickmagic PPC Ads Agency Lowered Lead Costs by 90% – Case Study

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.  Feel free to contact our PPC ads agency if you want to clarify any additional details.

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

Results: 488 Leads, Actual CPL $10.66  
Implementation Overview:

• 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
*All time data

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

Conclusion

In our digital marketing agency we do not just launch advertising campaigns using standard approaches and methods. Every client’s niche is analysed individually. We conduct complex competitor research to identify gaps. The campaign strategy and future campaign management are built around a deep understanding of the advantages of each campaign type, the niche and the level of competition. This personalised and comprehensive approach helped us achieve these remarkable results. These results prove how a data-driven PPC ads agency can deliver high-impact outcomes, even with modest budgets.
Feel free to contact us if you want to discuss your own project and find out how much money we can save you.

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