Case Study - Lead Generation

Case Study- Lead Generation

Kamio

A company in the food industry has a new website and wants to receive a higher number of leads and visitors.

Background

After getting implemented a new website and rebranding, and getting a new customer relationship management (CRM) tool, Kamio wanted to receive more leads and talk to all their previous ones about the recent change they made.

They decided to make a push on Google Ads, LinkedIn Ads and Facebook Ads.

Here is an analysis of the Google Ads Performance

Background

SERVICES

PPC

Ad Copy

DELIVERABLES

Google Ads

LinkedIn Ads

Facebook Ads

TOOLS

Website

Google Analytics

Meta

+500
Leads in one month

-24.55%
of Cost/Conv.

12.82%
Conv. Rate

+500
Leads in one month

-24.55%
of Cost/Conv.

12.82%
Conv. Rate

+500
Leads in one month

-24.55%
of Cost/Conv.

12.82%
Conv. Rate

The Results

Step 1

Keyword Research

Keyword research forms the foundation of your Google Ads campaign. For Kamio, It involves identifying the words and phrases potential customers are using when searching for products or services in the food industry. Here's how we approach it:

Brainstorming

We begin by brainstorming a list of keywords related to the food industry, more specifically to the Food Truck and Catering aspect of the industry. It's important to know where the client wants to be seen for specific topics and keywords.

Keyword Tools

We used SEMRUSH provide insights into search volume, competition, and related keywords.

Competitor Analysis

We analyzed the competitors that were currently online. These valuable insights helped create a stronger base for our choice of keywords.

Step 2

Campaign Structure

The next phase was to implement a well-organized campaign structure for maximizing the effectiveness of our Google Ads campaigns. Here's how we did:

Campaigns & Ad Groups

We separated correctly the needed Campaigns and Ad Groups by location and theme. This help us make strategic decisions after the campaigns are started.

Transactions reconciled

Afterwards, we must ensure that our ad content aligns with the client's desired tone of voice. This requires copywriting and confirmation with the client.

Ad Extensions

We make sure to add the relevant extensions (Sitelinks, Callouts, Image, Business Logo and Name) for Kamio. This helps us have potentially a better return on our Ad with the click-though-rate (CTR).

Step 3

Implementation & Follow-Up

Once we've completed keyword research and structured our campaigns, it is time to implement and optimize directly on Google Ads.

Bidding and Tracking

In this case, and depending on the campaign, we choose Target CPA and Maximize Clicks. The reason is to receive as most leads as possible. Hence is why we proceeded to add a tracking from the website with Google Tag Manager to see hoe many people are actually submitting a form.

Segments & Audience

Carefully choose the demographic and geographic segments based on who the persona for Kamio is. We wanted to reach as many people as possible as well as past searchers to announce that we there is a new branding.

Optimization

In the next few weeks, refining keywords, enhancing ad copy, adjusting bids, and analyzing metrics to improve campaign performance and ROI is important. It is also important to not change too much in the first few weeks, because it needs some time for the campaigns to actually start working properly.