Client: A billion-dollar company specializing in compressor solutions, focusing on expanding its market presence in the UAE and GCC region. Despite their strong market position, the client faced challenges in generating Sales Qualified Leads (SQLs) in these regions.
Role: As a Pay-per-click (PPC) Specialist, my role was to refine the PPC strategy, optimize budget allocation, and enhance collaboration with the content and design teams to increase SQLs and improve lead quality.
The client was experiencing a widening gap between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) in the UAE and GCC region, indicating that their leads were not converting effectively. The PPC campaigns, which had been running for 1.5 years, were suffering from low-quality keywords, outdated ad copy, and ineffective negative keyword strategies. These issues were driving up the cost per acquisition and decreasing the number of SQLs, which was negatively impacting revenue potential.
Ad Copy Refinement: I worked closely with the content team to refine the ad copy, making it more relevant and engaging for the target audience in the UAE and GCC region. The new ad copy was tailored to address the specific needs and challenges faced by industries in these regions, ensuring that the messaging resonated with potential customers.
Design Collaboration: I coordinated with the design team to update and optimize the visual elements of the ads, ensuring they were visually appealing and aligned with the refined messaging. This collaboration helped create more compelling ads that captured the attention of high-value prospects.
Keyword Optimization: A comprehensive audit of the account revealed the presence of numerous low-quality keywords that were not delivering results. I removed these underperforming keywords and set up an automated rule to pause keywords with a click-through rate (CTR) of less than 3% and no conversions. This allowed the budget to be concentrated on high-performing keywords that were more likely to generate SQLs.
Negative Keyword Strategy: I identified and removed negative keywords that were incorrectly affecting campaign performance. To prevent further inefficiencies, I continuously added a fresh set of negative keywords based on ongoing performance analysis, regularly seeking client approval to ensure alignment with their goals.
Budget Reallocation & Experimentation: To maximize the effectiveness of the PPC budget, I reallocated 10% of the monthly budget to test new campaigns, such as Performance Max, and to experiment with new creative variants through display ads and Facebook ads. This approach allowed us to explore untapped opportunities in the region while ensuring the core campaigns continued to perform well.
Increase in Sales Qualified Leads: Within three months, the client experienced a 30% increase in the number of SQLs generated from the UAE and GCC region. The focused strategy, combined with content and design enhancements, led to the acquisition of 20-30 high-value SQLs, worth millions of dollars in potential revenue.
Reduced Cost Per Acquisition: By eliminating underperforming keywords, refining the ad copy, and improving ad visuals, the cost per acquisition decreased significantly, allowing the client to achieve more with a reduced budget.
Higher Lead Quality & Quantity: The overall number of leads increased, with a substantial improvement in lead quality. The streamlined approach ensured that the leads progressing to the sales team were more likely to convert into actual sales.
Innovative Campaign Success: The experimental campaigns, including Performance Max and Facebook ads, provided valuable insights and additional high-quality leads, further contributing to the overall success of the PPC strategy.
Next Success Story --->
Revitalizing a Struggling Diagnostic Center in Dubai: Read More