Challenge

International ISO (International Organisation for Standardisation) consultancy IMSM brought us on board to increase Sales Qualified Leads across seven key markets.

But the account lacked a clear strategy and with inconsistent data across its global markets, we needed to do far more than just execute an effective paid search campaign. This was all about layering complementary techniques and technologies to deliver brilliant results.

Approach

Alongside restructuring campaigns to align with our newly defined strategy, we did major rebuild of the Google Tag Manager containers to ensure reliable data. Once all the data was aligned correctly, we could then safely integrate with HubSpot to import offline conversions into the Ads platform, which opened the door to smart value-based bidding.

That meant we could tweak and monitor campaigns to prioritise the conversions that were most likely to impact IMSM’s bottom line and drive the results that mattered.

Results

On top of increasing SQLs by 80% while decreasing cost per lead by 13%, sales more than doubled!

By harnessing technology to bring clarity to campaigns with real-world data, we’ve given IMSM the confidence to re-enter markets they’d pulled back from as well as entering new ones.

Not to mention winning an array of industry awards along the way, including:

  - Best Use of Data at the UK Paid Media Awards and UK Digital Growth Awards

  - Best Use of Search PPC (B2B) at the European Search Awards

  - Most Effective Use of Technology in a Search Campaign at The Drum Search Awards