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 Brand
- Focus on core efficiency: The campaign centered around high-intent, branded keywords.
- Channel synergy: Google and Bing campaigns were optimized with targeted ad copy and refined bidding strategies.
- Audience & ad strength refinement: Ads achieved average quality scores of 8/10 with 108 ranked “Excellent” by Google’s Ad Strength indicators.
- Smart budget rebalancing: Budgets were shifted dynamically to high-performing age groups and product segments like Optics and Electronics.
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.
