Double the Leads & 442% ROAS in Less Than a Year: Driving Software Sales with Optimized Ad Campaigns

Overview

Analytica, a specialized software company, sought to improve its lead generation and conversion tracking through digital advertising. The client had been running Google Ads in the past, but the overall results that they got from it, as well as lack of clarity in performance tracking led to a rather negative experience. Our approach involved setting up accurate tracking, developing a comprehensive Google Ads strategy, and later expanding into Microsoft Ads to maximize their reach and results. 

Project Goals

• Set up precise tracking for conversions in Google Ads and Salesforce using GTM along with UTM parameters.
• Generate high-quality leads through Google Ads for Analytica’s free software download.
• Expand advertising efforts through Microsoft Ads.
• Launch a remarketing campaign targeting previous visitors who hadn’t yet converted.

Process

1. Conversion Tracking Setup:

Objective: Ensure accurate conversion tracking across Google Ads and Salesforce.

Actions Taken:

• Implemented GA4 conversion tracking.
• Created UTM codes to track conversions in Salesforce, their CRM.
• Fixed UTM parameter loss on the Download page after a website update.

2. Google Ads Campaign Strategy:

Objective: Create a well-targeted Google Ads campaign to generate high-quality leads.

Actions Taken:

• Conducted thorough keyword research for the most relevant terms.
• Collaborated with the client to filter down the keywords and finalize 10 targeted ad groups.
• Wrote ad copy for each ad group.
• Launched the campaigns and optimized them further by adding negative keyword lists to improve lead quality.
• Implemented a remarketing campaign aimed at visitors who hadn’t downloaded the software.

3. Microsoft Ads Expansion:

Objective: Expand the advertising reach through Microsoft Ads, complementing the Google Ads campaign.

Actions Taken:

• Secured a $3,100 spend voucher for the client.
• Launched Microsoft Ads campaigns, leveraging the voucher to generate conversions without significant spend.
• Saw early success with a high number of conversions.

Challenges

Tracking Issues: Loss of UTM parameters on the Download page caused inconsistencies in conversion tracking, which we resolved by reworking the tracking system.

Lead Quality: Initially, lead quality was low, but this improved after optimizing campaigns with negative keyword lists.

Results

Google Ads:

• Clicks: 2,420
• Click-through rate (CTR): 3.41%
• Average CPC: $1.70
• Total Spend: $4,130
• Conversion Rate: 7.94%
• Cost per Conversion (CPA): $21.21
• Conversions: 195

Microsoft Ads:

• Clicks: 3,118
• Click-through rate (CTR): 0.70%
• Average CPC: $1.09
• Total Spend: $3,407.46 (of which $3,100 was covered by a voucher)
• Conversion Rate: 4.30%
• Cost per Acquisition (CPA): $25.43
• Conversions: 134

Conclusion

Our partnership with Analytica led to a significant improvement in lead quality and conversion tracking through a carefully implemented strategy. By expanding into Microsoft Ads and leveraging a spend voucher, we increased their conversion volume at minimal cost. The ongoing remarketing efforts continue to enhance performance, setting the client on a trajectory for further success.

ROAS = Total Revenue / Total Ad Spend ROAS = $19,560 / $4,430 = 4.42 (or 442%)

2. Cost Per Lead (CPL)

Total Leads: 326 Blended CPL = Total Ad Spend / Total Leads CPL = $4,430 / 326 = $13.59 per lead

3. Cost Per Acquisition (CPA)

CPA = Total Ad Spend / Total Paid Customers CPA = $4,430 / 3.26 = $1,359