B2B LEAD GENERATION CASE STUDY

How we leveraged LinkedIn Ads, Google Ads, and Hubspot CRM to generate 145% more leads at lower CPA, and measure customer lifetime value

ABOUT THE CLIENT

Sculpteo, a brand of BASF, is an online 3D printing service offering new manufacturing and scaling opportunities for its customers globally.

CHALLENGE

The client offers new manufacturing possibilities for demanding industries, such as automotive, by providing free physical sample kits. The primary goal was to reach the decision-makers of select industries on LinkedIn, targeting top European countries. The biggest obstacle was high cost-per-click (CPC), low conversion rates (CVR), and a sales cycle that could take multiple interactions and a couple of months from signup to purchase.

The secondary goal was to understand PPC campaigns’ impact on the business, from an attribution and data analytics standpoint, given the length and complexity of the sales cycle.

SOLUTION

For the primary goal, we initially tested an ad suitable to target multiple industries without emphasizing the main offer. Later, we created granular industry-focused campaigns using the free sample kit as the main offer. Landing Pages were also carefully crafted based on our suggestions.

For the secondary goal, we initially relied on Google Analytics, but considering the complex user journey and its conversion attribution model limits, we were missing out on a significant number of conversions, especially repeated purchases. Later we started using Hubspot CRM, which allowed us to track users’ journeys on the website, better attribute conversions, and understand new customers’ value and overall PPC campaigns’ impact on the business growth.

RESULTS

We increased lead volumes by 145%, with CPA decreased by 72%. The combination of new industry-dedicated audience targeting custom industry-related ad messaging, a strong Call to Action, and optimized landing pages brought great results in the very first week.

At the same time, the Hubspot integration allowed us to make more data-driven decisions on the campaigns. We also created a custom real-time interactive dashboard, to visualize every order generated by customers coming from Google Ads campaigns, their revenue, and lifetime value (LTV).

SERVICES

PPC MANAGEMENT: LinkedIn Ads, Google Ads, Microsoft Ads
WEB ANALYTICS: Hubspot integration support

Thanks to the ongoing efforts of Midsummer Agency, we have differentiated ourselves from other competitors and brought in new leads from LinkedIn for our sales division. The team’s workflow has also been very efficient, ensuring all project timelines are followed.

sculpteo logo
Carmel – Sculpteo Head of Marketing

Read the full review on Clutch

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EDUCATION & RECRUITING CASE STUDY

How we leveraged the Google Search Partner and Display Network to increase lead volumes and cut CPA

ABOUT THE CLIENT

Linguedo is a German startup that solves inequalities in the European job market through language and education.

CHALLENGE

The main goal was to attract Italian and Spanish nurses willing to relocate and work in renowned German hospitals. The client struggled to bring conversions at target CPA due to the very high competition and an overall low conversion rate.

SOLUTION

Using our proven methodology, we first worked at the account structure, which showed many inefficient areas. Then, we leveraged the search partner network with a unique approach (we wrote more about it here). Finally, with Display Advertising targeting specific job listing websites and pre-qualifying display ads, we reached an even better performance than search in terms of CPA.

RESULTS

We came very close to the same number of conversions as per Google Search on the Search Partner network, with 68% lower CPA. Overall, we managed to increase lead volumes by 30% with 36% lower CPA.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting

Midsummer Agency lowered the cost per action and increased the Wordstream score. Meeting the business’s goals, their workflow was very effective and they notified us when tasks didn’t fall into their immediate responsibility.

linguedo logo
Matthias G. – CEO

Read the full review on Clutch

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SAAS CASE STUDY

How we increased B2B lead quantity and lead quality and opened a new B2C market.

ABOUT THE CLIENT

Trusted Employees offers a B2B software-as-a-service solution that allows US companies to safely hire employees on a large scale. The software performs a background check on candidates to verify identity, employer history, credit, and criminal records.

CHALLENGE

Search engine competition for this industry is fierce, and the customer journey requires multiple touchpoints. The client hired us to make the most out of their marketing investments from a customer acquisition and lead quality standpoints.

SOLUTION

We took care of the Google and Microsoft advertising accounts expansion. We identified thousands of new keywords and target audiences with a “test and learn” approach by integrating the Salesforce CRM on Analytics and sales team insights.

RESULTS

Weekly leads increased from 1.000 to over 1.600 in less than a year, with cost per acquisition decreased by 15%. Thanks to an integrated analysis of users’ queries on Google Ads and lead quality signals, we opened an untapped market, promoting the design and implementation of a new B2C product for candidates.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting, Microsoft Ads
WEB ANALYTICS: Salesforce integration support

Midsummer’s team has done an amazing job with our campaigns and helped ramp up our lead generation exponentially. Attention to detail and continual optimization has yielded impressive results. They become a key trusted adviser and always provide unique insights.

trusted employees
Robert – VP Digital Marketing

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