Planar Systems Achieves 410% Lead Growth with Google and Bing Ads
Client: Planar
Service: Paid Search Ads
LED Video Wall Company (Planar), a global leader in display technology, sought to enhance its lead generation efforts for its innovative LED video walls and display solutions. Despite a robust product lineup, the company faced challenges in maximizing the ROI from its digital advertising campaigns. The company partnered with Found Marketing to optimize its Google Ads and Bing Ads strategy, aiming to drive higher-quality leads at a reduced cost per lead (CPL).
The results:
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410%
increase in lead volume
180%
increase in conversion rate
The revamped strategy delivered significant improvements within the first six months:
Increased Lead Volume:
Lead volume increased by 410%, providing the company with more opportunities to engage potential customers.
Improved Conversion Rates:
Conversion rates rose from .9% to 2.52%, on search campaigns (a 180% increase), demonstrating the effectiveness of the optimized campaigns and landing pages.
Reduced Cost Per Lead:
The CPL decreased by 62%, allowing an increase in lead gen for the same monthly budget.
Higher Lead Quality:
Ongoing analysis of lead quality by campaign allows us to focus on campaigns driving the highest quality leads.
The LED Video Wall’s primary goal was to increase the volume and quality of leads for its B2B display solutions while maintaining cost efficiency. The company struggled with:
Low Conversion Rates: The existing campaigns were driving traffic but underperforming in converting visitors into leads.
High Cost Per Lead: The cost per lead was higher than desired, impacting the overall efficiency of their advertising spend.
Broad Targeting: The campaigns lacked granular keyword targeting and proper ad group set up, which led to fewer leads, low conversion rates and wasted ad spend.
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The Challenge:
The Solution:
Found Marketing developed and implemented a multi-faceted strategy to revamp the company’s Google Ads and Bing Ads campaigns. The strategy included the following key elements:
Campaign Restructuring:
Reorganized campaigns into tightly themed ad groups based on specific product categories based on product and industry.
Focused on high-intent keywords relevant to the business’s core products, such as “LED video walls for corporate lobbies” and “interactive display solutions for education.”
Ad Creative Optimization:
Worked with the team to craft compelling ad copy highlighting unique value propositions, including product durability, innovative technology, and industry-specific applications.
Used visually engaging display and video ads ads to capture attention and reinforce brand recognition and remarketing to interested audiences.
Advanced Tracking and Analytics:
Integrated Google Tag Manager and GA4 tracking to monitor ad performance, user behavior, and lead pathways.
Set up custom conversion tracking to measure key actions, such as form submissions and clicks on brochures and events.
A/B Testing:
Conducted ongoing A/B tests on ad copy, visuals, and videos to identify the most effective combinations.
Refined bidding strategies based on real-time data to maximize conversion rates.
The conclusion:
The collaboration between the LED Video Wall company and Found Marketing highlights the transformative impact of a strategic and data-driven approach to digital advertising.
By optimizing Google Ads and Bing Ads campaigns, Found Marketing not only increased lead volume and quality but also reduced costs, delivering measurable results that aligned with the business’s goals. This demonstrates the value of partnering with a marketing expert to achieve sustainable growth through well-executed digital strategies.
