How we increased B2B lead quantity and lead quality and opened a new B2C market.
PPC
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.
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.
To scale the client’s reach and capitalize on new growth opportunities, we focused on expanding both Google and Microsoft Advertising accounts through data-backed experimentation and CRM integration.
1. Account Expansion & Keyword Research
We adopted a “test and learn” methodology to continuously identify new performance opportunities and refine targeting:
Cross-Channel Expansion: Extended coverage across Google Ads and Microsoft Advertising, ensuring maximum visibility in both ecosystems.
Keyword Discovery: Researched and added thousands of new high-intent keywords to capture a broader range of relevant search queries while maintaining cost efficiency.
Audience Segmentation: Built new target audiences based on behavioral, demographic, and interest-based signals to enhance campaign precision.
2. Data Integration & Feedback Loop
To align marketing performance with real sales outcomes, we created a closed-loop system integrating marketing and CRM data:
Salesforce Integration: Connected Salesforce CRM with Google Analytics, allowing for seamless tracking of leads from ad click to closed deal.
Insight-Driven Optimization: Collaborated closely with the sales team to incorporate qualitative insights into campaign optimization, improving lead quality and conversion rates.
This integration of advertising, analytics, and CRM data enabled a unified view of performance – turning raw data into actionable insights and supporting scalable, measurable growth across channels.
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.
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. Robert – VP Digital Marketing
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.
