Midsummer Agency

Performance advertising powered by the sun

Business model: Lead generation

SaaS Lead Generation Case Study

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SaaS LEAD GENERATION CASE STUDY

How we managed to generate higher quality leads that convert into sales with Google Ads and Hubspot CRM

ABOUT THE CLIENT

The client is a software company focused on taking the hassle out of managing purchasing at small and medium businesses. They serve clients globally, with a team spread across Europe, the Americas, Asia, and Africa.

CHALLENGE

The main goal was to understand whether Google Ads was the right advertising platform for their business but to do that, they had to overcome multiple challenges. One of the challenges was high competition, which led to costly traffic. There were also gaps in their conversion tracking, which made it difficult to accurately assess the effectiveness of advertising efforts and understand lead quality. In addition, the search volume for their product was relatively low, which made it challenging to attract potential customers.

SOLUTION

To address the challenges the client was facing, we first implemented Hubspot CRM. This helped us understand which campaigns were effective and which not, and also allowed us to track the lifecycle of each lead. Even if a lead did not become a paying customer until six months later, we could see the connection and attribute it to the campaign that generated the lead.

Additionally, we reorganized our Google Ads campaigns and changed our approach to managing them. Instead of optimizing ads for the machine and maximizing the relevance between keywords and ads, we launched new, pre-qualifying ads optimized for the product.

These ads clearly outlined the main benefits and unique selling points of the product and allowed us to target broader keywords. If a user was not specifically looking for the product, they were less likely to click on the ad, which helped us focus our efforts on more qualified leads and save some budget.

RESULTS

We generated 106 leads in total; 11 of them were sales-qualified leads, and 4 leads were converted into paying customers, bringing four-digit monthly recurring revenue. The use of Hubspot CRM helped us monitor both the performance of our campaigns and the quality of our leads. Additionally, our implementation of an ads pre-qualification approach greatly enhanced the quality of our leads.

SERVICES

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

We worked very well together, and I hope we’ll continue working in the future.

Sergio – Product Marketing

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IoT B2B Lead Generation Case Study

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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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Pest Control Service Lead generation Case Study

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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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Fintech Startup App Case Study

Posted on by micky

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.

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Products with Missing GTINs Case Study

Posted on by micky

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, spending $100k monthly in Google ads. Based in the US and with 10 physical stores, it has more than 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 through a Shopify app (Analyzify) 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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Multi-location dental platform case study

Posted on by micky

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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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

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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

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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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