Increased SQL Volume 4x with 38% Greater Efficiency After 1st Month of Google Ads Management
Want to skip straight to improving your marketing performance? Set up a call today!
Client Background
Nimble is an international B2B company that offers automated and scalable web data collection solutions that enable businesses to easily extract real-time, structured data from the web. Their platform is designed to simplify the process of gathering web data at scale, making it accessible for various industries to gain actionable insights, monitor competition, and enhance decision-making processes.
Challenge
Nimble had high growth goals and sought immediate results upon signing with JDM. Their goal was to scale lead volume and drive SQL growth in their first full month under JDM management. With limited data density, we had to quickly identify what was working and what wasn’t so we could focus ad spend on the audiences most likely to hit SQL goals.
Strategy
The JDM team aligned with the Nimble team on goals and presented a roadmap of recommended optimizations, as well as our projection of expected performance. From there, our team did a deep dive into Nimble’s Google Ads account to identify initiatives to test and opportunities to cut or reallocate budget to focus more effectively on Nimble’s SQL goals.We conducted various analyses of targeted country locations, bid strategies, keywords, ad groups, and campaign levels. Based on the account's initial performance, we identified what keywords and ad groups needed to be paused. A review of spend allocation also informed us that we were spending inefficiently during different periods of the day, so we implemented ad schedules to optimize our ad spend and more adequately fund our campaigns during their peak periods.
Next, we identified our top-performing campaigns to incorporate budget scaling. We also added new responsive search ads (RSAs) to improve our ad rank, messaging clarity, and leading metrics like CTR, helping drive users to the site at a stronger, more efficient rate.
Our analysis led to a recommendation to scale budget based on increased SQL potential, with the following initiatives in place to optimize performance:
- Keyword expansion: We expanded our keyword targeting around “web scraping” to test new opportunities based on initial success recorded from similar keyword variations.
- Target optimizations: We prioritized the countries that engaged and performed best with a higher likelihood to convert.
- Bid strategy testing: We tested target CPA bidding on campaigns that were previously using a manual bid strategy. This allowed us to signal to Google the conversions we prioritized and helped us engage likelier-to-convert users at lower costs.
- Conversion goal optimization testing: As we migrated this account from a previous agency, we optimized our conversion goal from optimizing toward web traffic to leads. This signal allowed Google to help find users more likely to convert at a higher-intent stage of the purchase journey.
The Results
Our efforts did more than meet our client’s SQL goal in the first full month of our management; they exceeded the goal by 44%. Comparing the results in the first month under JDM’s management to the last month under the previous agency’s management, Nimble achieved:- 2x increase in SQL conversion rate
- 4x increase in total SQL volume
- 38% decrease in cost per SQL