MOI Global

Driving efficient lead growth with Always On paid search  

How a global engineering simulation software leader leveraged Always On Brand and Non-Brand campaigns to achieve stellar QoQ results.

The not-so-B2B high spot:
Tailored Always On campaigns to maximize reach

The context

In Q1 FY25, a global leader in engineering simulation software partnered with MOI Global to scale lead acquisition through a strategic paid search approach that leaned into Always On Brand and Non-Brand programs. By refining campaign structures, optimizing budget allocation, and leveraging advanced bidding strategies, the result was a standout quarter-over-quarter performance, with measurable gains in cost efficiency and lead volume. 

The solution

In Q1 FY25, a global leader in engineering simulation software partnered with MOI Global to scale lead acquisition through a strategic paid search approach that leaned into Always On Brand and Non-Brand programs. By refining campaign structures, optimizing budget allocation, and leveraging advanced bidding strategies, the result was a standout quarter-over-quarter performance, with measurable gains in cost efficiency and lead volume. 

Always On Non-Brand

  • High impact ad group optimization: Campaigns were restructured using target CPA (tCPA) strategies and refined budget tiers, resulting in a 55% boost in conversion rate QoQ.
  • Keyword optimization: Expansion on negative keyword list and focusing spend on top performing terms was key for the success in Q1.
  • Audience segmentation: Utilized top performing segments to maintain relevant ads towards a B2B audience.

The results


Notably, both Brand and Non-Brand efforts outperformed industry benchmarks. Non-Brand campaigns achieved a 4.5% CTR, nearly double the 2.41% industry average, showcasing the power of strategic ad placement and copy relevance.