Case Study: B2B PPC from “not working” to “steady flow of leads” in 3 months

We started working with a brand that provides software for ecom sites. They launched a PPC program internally in October 2021. They optimized the keywords and ad copy, but no matter what, they simply could not generate leads. The marketing director was frustrated and didn’t know where to go to solve the problem.

We got introduced to this client via a common contact (In fact, 100% of our sales here at 9DigitalMedia is driven by word of mouth.) We did a PPC audit and discovered several issues:

-The keyword match types were not set up correctly. They were bidding against themselves in PPC, unnecessarily increasing their cost per click.

-They had not built their list of keywords deep enough, and they were focused on head terms only. This also contributed to the high cost per click. We built out a much longer list of long tail keywords.

-The number of negative keywords was very small. We expanded it greatly.

-They were not bidding on competitors’ names (while those competitors were bidding on their names), and bidding on their brand names improved brand awareness greatly.

-They had not created ad copy specific to their case studies. We created a new set of ad copy that specifically talked about how they solved a specific problem for a big national brand. This created a great way to get prospects right into the exact problems our client can solve for.

-We launched a YouTube campaign targeting people that were searching for “how to” questions specific to ecom software. This generated a ton of new visitors to their website, greatly helping their brand awareness

As a result, the client went from “not generating any leads via Paid Search to generating a steady flow of leads from their website to their demo request page.

We were able to deliver these results in a span of 2 months and continue to work with the client to expand their lead volume.