IoT B2B LEAD GENERATION CASE STUDY

How we increased B2B lead volume by +117% and lowered CPA by -27% in just 3 months

ABOUT THE CLIENT

The client is an Italian tech company providing IoT solutions for managing and localizing vehicles, people, and goods. They operate in a fast-growing B2B market, where marketing activities go hand in hand with technological innovation.

CHALLENGE

The main goal for the client was to scale the volume of sales leads, reaching high-quality stakeholders in the relevant industries demanding IoT solutions to improve their operational processes.
The main obstacles were the high cost-per-click (CPC) and the high volatility of the cost-per-acquisition (CPA) of the leads. The control of performance was further complicated by the long sales cycle, in which the delay from first contact to a closed deal requires even several months.

SOLUTION

The first accomplishment to reach the goal was to ensure to have in place all the necessary tracking and relevant indicators for full control of our main variables: CPC and CPA.
The analytics system thus was upgraded to collect micro-data of the users’ interactions over time across all the viable contact points.
We then executed a full in-depth revision of the structure of the Google Ads account. Starting from keyword optimizations and going through a more rational grouping of services and audiences, we gained more control over the bids and budget allocation. After the new data pipeline flowed, we crafted new ad copy sharpening the more relevant content in terms of tangible benefits based on the user’s industry.


RESULTS

After just three months, the goal was fully achieved, with an average monthly increase of lead volume by +117% over the previous monthly average. As a result of the bidding optimization and the granularity of the campaigns, an overall CPC reduction led to a CPA decrease of 27%, stabilized within a 5% fork variation month over month. The sale team was able to increase the conversion rate of deals dramatically.

SERVICES

PPC MANAGEMENT: Consulting, Google Ads, Search, Retargeting.

WEB ANALYTICS: Google Analytics Tracking, Reports.

I am very happy with the communication, growth, skilled persons and reports. Look forward to keep achieving greatness! Thanks Midsummer!
Gabriele C.- Head of Marketing

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LOCAL PEST CONTROL LEAD GENERATION CASE STUDY

How we boosted by 300% the deals closed for a Pest Control Company via Google Ads lead generation

ABOUT THE CLIENT

ZCT – Zucchet is a pest control service provider company serving the Metropolitan City area of Rome and Latina. This family business is renowned for innovative treatments and experience during almost three decades of activities. Their clients are private and businesses, so the locations in which they operate are quite diverse, such as hotels, hospitals, schools, restaurants, cafè, shops, and houses. Also, the services provided include several pests fairly wide: termites, rats, mosquitos, flies, bees, roaches, pigeons, crickets, centipedes, earwigs, sow bugs, and many more unfriendly bugs.

CHALLENGE

The primary goal for ZCT was to scale the volume and the quality of users nurturing the lead generation infrastructure: incoming calls and contact forms via the website. The secondary goal was to establish a tracking system to retrieve the data about the category of services requested and provide an actionable output to support a flexible budget allocation process based on client operational needs.

SOLUTION

Given the wide range of treatments and interventions offered, we conducted a preliminary analysis of competitors and services to enlighten the best opportunity where to tackle the market. Afterward, we set up granular service-focused Google Ads campaigns driving traffic to specific landing pages designed for maximizing the conversion rate of the client’s preferred contact channel: direct calls.

In addition, we set up a Google local service account, eligible only for certain types of businesses, such as pest control service providers. This advertising channel is especially effective for local businesses that get contacts through direct calls.

For the secondary goal, we execute a custom implementation of Google Analytics 4 via Google Tag Manager, the latest version of the most used website analytics tool. It was the perfect fit to collect more powerful audiences for ad campaigns and to organize the user’s demand in categories of interventions based on specific tracking events. Aimed to enhance data visualization and reporting for the client, we built a custom dashboard integrating website analytics data and customer center call statistics.

RESULTS

The primary goal was achieved with an increase of +300% in Conversions, from leads generated to contracts closed. The Conversion Rate increased by +105%, with a Cost-Per-Acquisition lower by -77%. During peak times, the call center struggled to pick up all the incoming calls. The local service ads further increased the volume of leads generated at a CPA 5 times lower than other placements, also generating positive reviews by customers.

For the secondary goal, we provided the client with a simple layout dashboard reporting the level of demand segmented by services and relative budget investment in Google Ads. The actionable data improved the overall decision-making process; the client was able to prioritize the interventions and increase the profitability, allocate the budget according to seasonality and level of demands and improve the operational activities of the staff.

SERVICES

PPC MANAGEMENT: Google Ads
WEB ANALYTICS: Google tag manager implementation, Google Analytics 4 setup, Google Data Studio dashboard

All the guys we spoke to, are prepared, understanding of our needs, and willing to improve performances. Their organization is light, smart, and rational. No wasted time, straight to the goal.

Mattia D. – CEO

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Automotive eCommerce Case Study

How we increased revenue by 174% and ROAS by 29% in 8 months vs. the previous year

ABOUT THE CLIENT

DipYourCar is a US Shopify Plus eCommerce leader in the auto paint industry, focusing on creating and reselling a wide range of high-quality products to dip cars, wheels, and car parts at an affordable price. The DIY dipper community is the primary target audience.

CHALLENGE

The client aimed at maximizing its brand awareness activities made through other channels (organic and paid social, email marketing, and more), increasing traffic volume, conversions, and revenue.
Considering the wideness of its catalog, including products different in price, category, and experience of the users (pro vs. beginners), the main challenge was to ensure that each product was properly promoted, avoiding top-performing products cannibalizing the other ones.

In particular, this risk of cannibalization was possible due to the following:
Users’ interest, focused mainly on top products, potentially not completely conscious of the rest of the catalog;
Automatic delivery of the PPC platforms, which may promote the product bringing the highest results at the lowest cost, but often ignoring products with good potential.

SOLUTION

To ensure each item was correctly delivered to the more appropriate user, we worked on a dynamic product categorization of the campaigns based on performance; we guided Google Ads machines to split the catalog into several campaigns with specific and unique business goals.

This custom segmentation was possible thanks to our integration of Data Feed Watch and Product Hero: two tools that lets us dynamically add each product to the more appropriate campaign, avoiding cannibalization among products and promoting them in the most suitable funnel step.

This tailor-made strategy on shopping placements supported the segmentation previously made in the search campaigns based on the users’ search intent (since the business manufactures its own products, but it’s also a dealer of other brands).

RESULTS

Thanks to the dedicated search campaigns, and the dynamic structure implemented in the shopping area, in the first 8 months of our management (vs the previous year), we:
• increased PPC channels’ 7-figures revenue by 174%
• increase PPC ROAS by 29%

SERVICES

PPC MANAGEMENT: Search Ads, Shopping Ads and Performance Max Ads, Display Ads, Video Ads, Microsoft Ads, Feed Management

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FINTECH STARTUP APP CASE STUDY

How we managed to decrease the cost per account creation by 36% in just three months for a fintech company

ABOUT THE CLIENT

PYYPL Is a fintech APP in the International market that allows everyone around the globe to use their money safer, faster, and smarter than cash. They are based in the UAE, and they operate in the Middle East, Africa, and Central Asia.

CHALLENGE

The competition in this field is extremely high. The client needed an international PPC Agency to achieve the goal of reinforcing their market share in UAE and expanding their client base in the Middle East, Africa, and Central Asia while achieving a sustainable cost per conversion.

SOLUTION

In order to make the Google Ads automated bidding strategies work at their best, we first set the conversion goals settings correctly, focusing on the successful account creation on the PYYPL app. Then we started building a campaign targeting all the destinations where the card could send money, with 70 ad groups, one for each destination. We optimized it by analyzing and removing the user search terms that were wasting the budget. Once we targeted all the destinations, we started scaling the account by creating a campaign for every service the virtual card could be used for and for every unique selling proposition of the service.

RESULTS

With a proper setup of the conversion goals in Google Ads and the new campaign structure, in just three months, we saw a decrease in cost per conversion by 36% and a fantastic +184% increase in account creation in the app from Google Search ads campaigns.

PS. During our management, they raised a $20 million Series B round!

SERVICES

PPC MANAGEMENT: Search, Dynamic Search Ads, Apple Search Ads

WEB ANALYTICS: Google Data Studio dashboard.

We hired Midsummer to support our Google PPC Advertising and Apple Search Advertising initiatives in the UAE market, with the goal of increasing the number of new customers while hitting the target cost per acquisition. Their Google Ads knowledge and data-centric approach are impressive. They find new opportunities to scale performance.

Gianluca V. – Head of Digital Growth

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B2B AND B2C HAIRCARE ECOMMERCE CASE STUDY

How we increased the Average Order Value by 82% in just 5 months, managing B2B and B2C eCommerce and supporting the client’s expansion for a haircare brand.

ABOUT THE CLIENT

The client is a US-based haircare brand that used to sell one product in various sizes in B2C and B2B markets through a unique Shopify eCommerce. After expanding their product portfolio, they split the eCommerce into two in order to serve the markets separately.

CHALLENGE

The client needed to separate the business lines and manage both B2C and B2B eCommerce activities within a unique Google Ads account. At the same time, the client wanted to avoid a potential decay in the lower funnel due to this unified management.

For this reason, the main goal was to prevent a decline in performance after the launch of the B2B website and support the client’s expansion

SOLUTION

In order to reach the client’s goal, here it is what we implemented:

  1. We created two different conversion goals on Google Ads, differentiating the purchases coming from the B2B campaigns with the aim of understanding the Revenue and Traffic pay-per-click shares of each eCommerce;
  2. To get the cleanest insights possible regarding Revenue and Traffic for the B2B side, we created a brand-new Google Analytics account only for the new eCommerce. In there, we created new B2B audiences to use in remarketing activities targeting salon owners and hairdressers;
  3. We launched new B2B campaigns, separating them from the ones addressed to final consumers and targeting a different audience.

RESULTS

In order to correctly support the client’s expansion, we kept the B2C and B2B eCommerce management in one account as requested, improving the overall performance: in particular, the Average Order Value (AOV) grew by 82% compared to the previous period.

Adopting this strategy, we maximized the brand awareness in the US market as well as let the client make informed decisions thanks to the split of the 2 Analytics accounts, allowing it to observe the results separately.

SERVICES

PPC MANAGEMENT: Google Shopping, Microsoft Ads, Product Feed Management, Search, Display, Performance Max, Retargeting

The Midsummer team has always worked in synergy with our marketing department since the beginning of our partnership, reaching the goals set for the period. Since we split the 2 eCommerce, they helped us through the process thanks to their great expertise, supporting the brand expansion. We are very happy with the results achieved!

Erika – eCommerce Marketing Manager

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PRODUCTS WITH MISSING GTINS CASE STUDY

How we managed to generate 52K extra revenue with 490 sales from just 42 products in 3 months for a liquor eCommerce brand

ABOUT THE CLIENT

The client is a large Liquor eCommerce brand using Shopify Plus, investing $100k monthly in Google ads. Based in the US and with 10 physical stores, it has over 40 years of experience.

CHALLENGE

The client had more than 5K physical products as a liquor store, meaning there was enough room to explore the Google Shopping service.

However, due to the nature of the product, we had to be careful as they could get limited or disapproved easily.

In addition, most products needed to include missing important fields, such as GTIN (Global Trade International Number). To make things a little spicier, the client didn’t have access to Google Analytics and with no chance to recover it.

SOLUTION

We prioritized the feed’s health, reaching 100% of the products eligible to be advertised using DataFeedWatch. But then we needed those missing fields to take the best performance out of each product.

So we’ve put all our efforts into searching the web and finding all the relevant Info that was necessary to achieve our goal. We tried different tools and methods to get the lacking GTINs and double-checked them to ensure they corresponded to the correct item.

Lastly, we added them to the feed, accomplishing all the requirements. But of course, we needed to collect and track data properly. To do so, we’ve set up Google Analytics 4 through a Shopify Plus app to have things under control.

RESULTS

In just 3 months, we’ve been able to boost performance from those products that were not showing or not showing as much as they could. We got +437% Impressions and +539% Clicks, achieving 52.3K extra revenue with 490 more conversions and an average ROAS of 2.60, decreasing the average cost per click by 25%.

Needless to say, the importance of having Google Analytics working correctly.

SERVICES

PPC MANAGEMENT: Shopping, Product Feed Management

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Lifestyle Fashion eCommerce Case Study

How we prevented advertising budget waste during a promo for a lifestyle eCommerce brand.

ABOUT THE CLIENT

The client is e-commerce based in the US, with jewelry and silk slip dresses being signature pieces for this brand. With a global presence and a reputation for bold, stylish fashion, the brand is also known for its commitment to important causes.

CHALLENGE

The challenge here was that the client was involved in a promo for a non-profit foundation about a well-known sports celebrity that, at the time, had recently passed away. Considering that the brand wouldn’t have made any money from this activity, but the search volume was extremely high, the waste of advertising budget was around the corner.

SOLUTION

To address this challenge, we developed a targeted advertising procedure that promptly identified and negated keywords related to the limited-time collection designed for the foundation. This meant that ads would not be shown when users searched for these keywords, even if the search volume was high. By implementing this strategy, the client could effectively support the non-profit foundation’s promo campaign without incurring unnecessary advertising costs. We also made sure to closely monitor the account’s performance and make adjustments as needed to ensure that it ran efficiently and effectively, using our proven methodology.

RESULTS

Despite not bidding on the highly sought-after keywords, we achieved impressive performance results for the client account while being mindful of their advertising budget, saving an estimated $4.2K. In particular, we saw a 107% increase in traffic, a 70% increase in transactions, and a 61% increase in revenue. By being strategic and targeted in the advertising efforts, we reached excellent results while maximizing the return on the advertising investment.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Microsoft Ads, Performance Max

From the beginning, the Midsummer team was professional, responsive, and dedicated to helping me achieve my marketing goals. They took the time to thoroughly understand my business and developed a customized strategy that was tailored to my specific goals. One of the things that really stood out to me about Midsummer was their transparency and communication. They provided regular reports and updates on the progress of the campaigns, and they were always available to answer any questions or concerns I had. They truly go above and beyond to deliver exceptional results for their clients.

Jodie S. – Owner

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MULTI-LOCATION DENTAL PLATFORM CASE STUDY

How we increased the number of bookings by 58% for a multi-location dentist’s chain in just three months

ABOUT THE CLIENT

The client is UK based multi-location dental platform partnering with local dental practices, operating in more than 20 cities and surrounding areas, allowing to book an emergency appointment online in a few clicks.

CHALLENGE

The client has dental practice partners across all major UK cities and, in some cities, more than one partner. This business model required a very granular campaign structure since one of the main challenges was ensuring all appointments were fully booked. Each dental practice had to be treated as a separate product to guarantee continuous business growth.

However, the client had multiple challenges:

– Maximize the number of bookings
– Maintain a certain level of Cost-Per-Lead
– Make sure that all appointments available are booked every day
– Turn off campaigns when there is no more availability

SOLUTION

During the very first week of management, we analyzed all active campaigns and fixed inefficiencies: reviewed bid strategies paused underperforming keywords, and added new, high-performing keywords in all campaigns.

At the same time, we created two types of campaigns for each local dental practice – campaign targeting keywords containing location (e.g., Dentist London) and campaigns targeting keywords without any GEO reference (e.g., Dentist near me).

In the latter case, we leveraged the campaign GEO targeting capabilities that allowed us to intercept people searching for that service even if the city was not included in the user search query. This approach significantly increased the traffic and booking volumes.

Finally, we activated a Dynamic Search Ads campaign which, leveraging historical conversions data, optimized landing pages, and smart bidding capabilities, allowed us to further increase bookings by showing a relevant ad to users living nearby local dental practices.

RESULTS

In the first three months of collaboration, we hit and exceeded all client goals. We generated 2406 bookings bringing more than £96.000 in Revenue which was an increase of 58% compared to the previous period. At the same time, we improved the campaign’s efficiency by decreasing the CPL by 8%.

SERVICES

PPC MANAGEMENT: Search, Dynamic Search Ads

I want to congratulate your team for doing amazing work to get us to the level it is at today. I am glad I made the decision to move to Midsummer Agency, and it’s a decision I have been grateful of making.

Mohammad A. – Owner

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