Midsummer Agency

Performance advertising powered by the sun

Industry: B2B

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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B2B and B2C Haircare eCommerce Case Study

Posted on by micky

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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FULL-FUNNEL DIGITAL STRATEGY FOR E-COMMERCE CASE STUDY

How we doubled sales at improved ROAS for a digital products eCommerce store with Google Ads and Facebook Ads (now Meta Ads).

ABOUT THE CLIENT

VisureItalia is one of the leading Italian eCommerce in the digital governmental certificates industry. Some products need a special review from the Office (higher price, lower margin). Others can be bought directly from the website (higher margin, lower price).

CHALLENGE

When it comes to digital products, Google Shopping is not an option. Performance was stagnant. Even if the account was at a decent level of sales, no initiatives were taken to scale performance and grow revenue at a similar return on ad spend (ROAS).

VisureItalia also needed a strategy to acquire new customers and retain the existing ones. They already had a strategy on Google Ads, but ongoing brand awareness in different channels could have ramped up customer loyalty. The question was: how can we create interest and awareness around digital governmental certificate products?

SOLUTION

The existing search campaign structure was divided into thematic areas, including products with different delivery times and prices within the same campaign. We replaced the overall search campaign with a more advanced structure made of Dynamic Search Ads (DSA) using page feeds. We segmented products by price range and dynamically highlighted key product features and benefits, such as delivery times and prices in the ad copy, using the third-party tool DataFeedWatch.

This allowed us to fully open the acquisition strategy on Google Ads to all products, divided by price range, and to have better control of costs and, consequently, the ROAS. We opened a Meta Ads (Facebook Ads & Instagram Ads) account and set up remarketing audiences from scratch, using data from 7 up to 180 days of VisureItalia past users (purchasers, customer lists, website visitors, etc.). From these lists, we then generated lookalike audiences of similar users. In this way, we created two strategies: one for the acquisition and one for re-engaging past website users. Campaigns had personalized ads and copy, depending on the user’s step in the funnel.

RESULTS

In the first 3 months after the new account structure was implemented, the ROAS grew by 69%. The DSA campaign has helped us to increase the website traffic by 47% at an 18% lower cost-per-click while generating a higher number of conversions at a 20% higher average order value. The positive trend is continuing, reaching an average ROAS of 400% (the goal was set at 300%) and an increased in Ads’ investments, which has triplicated in only two years. Since the opening of paid social channels, we have also gained more qualified traffic: +34% of new users and +35% of total sessions. Revenue has grown by 9% from the previous period.

SERVICES

PPC MANAGEMENT: Product Feed Management, Search, Display, Retargeting, Microsoft Ads, Facebook Ads

WEB ANALYTICS: Google Data Studio dashboard, Google Analytics 4, Google Tag Manager

Midsummer quality of the work is not good but EXCELLENT. I have found great expertise and experience gained in international contexts which, made available to our company, has allowed us to achieve results that are far above to our expectations.

Paolo B. – Owner

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DIGITAL ADVERTISING IN ITALY: B2B CASE STUDY

How we increased sales by 4 digits for a B2B eCommerce advertising on Google Ads and Microsoft Ads.

ABOUT THE CLIENT

Rochester Electronics is the world’s largest continuous source of semiconductors authorized by over 70 leading manufacturers, encompassing more than 200,000 part numbers.

CHALLENGE

The client needed an international PPC agency to improve the quality of the traffic coming from Google Ads B2B campaigns targeting the Italian market. The end goal was to increase the conversion rate (CVR) and decrease the cost per action (CPA).

SOLUTION

Initially, we started by cutting account inefficiencies: we paused underperforming campaigns and reviewed the negative keywords strategy to avoid customer mismatch and wasted ad spend. Then we used the product’s database and a third-party tool to create a hyper-granular Single Keyword Ad Group (SKAG) campaign structure, to significantly increase the click-through rate (CTR) and consequently the conversion rate (CVR).

RESULTS

It was a blasting +2000% in revenue YoY! With higher qualified traffic and super relevant ad copies, we were able to bring a massive +700% increase in eCommerce transactions for the Italian market. This led us to be the best-performing agency worldwide for the client.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting, Microsoft Ads.
WEB ANALYTICS: Google Data Studio dashboard.

The team is supportive, proactive, and efficient in communicating all requests and delivering campaigns. Moreover, their knowledge, understanding, and professionalism stand out.

Rajni B. – Marketing Manager

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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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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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