How we improved PPC lead quality by 77% and cut CPA by over 50% for a global touchscreen technology provider.
PPC
The client is a global leader in touchscreen technology, offering high-quality touch displays, monitors, and all-in-one computing solutions. Their products support a range of industries including retail, hospitality, healthcare, and manufacturing, powering interactive experiences such as self-service kiosks and POS systems. They operate across North America and the EMEA region.
Despite their strong market position, the client faced growing challenges with their digital advertising performance.
Lead quality from Google and Bing Ads was low, resulting in inefficient ad spend and wasted budget. Meanwhile, LinkedIn campaigns struggled to drive meaningful engagement with key stakeholders, delivering little to no tangible results.
Additionally, high Cost Per Acquisition (CPA) across all platforms pointed to deeper structural issues in audience targeting and campaign setup.
The client needed a strategic paid media overhaul to sharpen targeting, improve lead quality, and achieve a more sustainable return on investment.
Midsummer Agency delivered a full-funnel PPC strategy across LinkedIn, Google, and Bing to better reach and convert high-value prospects.
LinkedIn Advertising Approach:
We reimagined LinkedIn campaigns to specifically target decision-makers in key verticals like retail and restaurants. Campaigns were structured by geographic market, specifically North America and EMEA, for greater relevance and control.
We introduced Thought Leader Ads to boost the client’s authority and visibility among stakeholders, tying campaign launches to new product rollouts to maximize brand exposure at critical moments.
Google & Bing Advertising Approach:
On Google and Bing, we shifted focus to high-intent users already familiar with the brand. Campaign structures were rebuilt from scratch for better targeting precision, tracking, and budget allocation.
Additionally, we deployed retargeting campaigns aimed at LinkedIn-engaged users, nurturing interest across channels to drive deeper funnel conversions.
Execution & Optimization:
Audience targeting was continually refined based on real-time performance data and insights. We ensured seamless integration between channels for consistent messaging and a unified user journey.
Collaboration with the client was a key part of the process: regular strategy sessions allowed us to align campaign messaging with real-time feedback and evolving business priorities.
We maintained close collaboration with the client to incorporate feedback and adapt strategy.
The multi-channel approach produced significant, measurable improvements across all key performance indicators:
The results clearly demonstrated the power of a connected, full-funnel paid media strategy. one that not only reduced acquisition costs but also elevated lead quality, positioning the client for scalable growth across regions.
The team was notably proactive and solution-oriented, showing expertise in Google and LinkedIn Ads strategies, especially in optimizing for lead generation, which improved both in quantity and quality like never before. We saw an increase in the number of form submissions compared both to the previous months and also year over year. Their adaptability and commitment to addressing complex technical challenges, like supporting with the HubSpot integration and Looker studio dashboards, were standout qualities.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
