Client Overview
Our client, a B2B consultancy based in Dubai, specializes in helping startups and ongoing businesses with feasibility studies, business plans, operational strategies, and board services. The firm offers tailored guidance to businesses seeking structured and sustainable growth.
Challenges
Before partnering with The DOT Google, the client faced significant hurdles in their Google Ads campaigns:
- A high percentage of non-qualified leads (87%) including suppliers, job seekers, and low-budget businesses.
- Difficulty in attracting qualified leads ready to engage their consultancy services.
- An inconsistent pipeline, which posed risks to their business stability.
Goals
The client’s primary objectives were:
- To achieve a steady flow of qualified leads on a weekly basis.
- To maintain a consistently filled sales pipeline.
- To minimize unqualified traffic and improve conversion quality.
Our Approach
To tackle these challenges, The DOT Google deployed a focused strategy using Google Search Ads, blending short-term solutions with long-term optimization.
- Data-Driven Filtering:
- Analyzed historical search terms to identify patterns leading to unqualified leads.
- Developed a comprehensive negative keyword list to exclude irrelevant traffic (e.g., job seekers, suppliers).
- Dual-Campaign Strategy:
- Exploratory Campaigns:
- Small-budget campaigns using automated bidding and broad match keywords.
- Focused on gathering search term data to identify both opportunities (high-performing keywords) and threats (non-converting terms for exclusion).
- Focused Campaigns:
- High-budget campaigns using manual bidding with phrase and exact match keywords.
- Targeted qualified leads directly, refining ad copy to align with user intent.
- Exploratory Campaigns:
- Landing Page Optimization:
- Created dedicated landing pages for each service, improving user experience and increasing conversion rates.
- Continuous Optimization:
- Monitored search terms generated from both campaign types.
- Regularly updated keywords, negative keyword lists, and ad copy to better align with qualified traffic.
- Transitioned to automatic bidding after Google’s AI was trained to recognize and target qualified leads effectively.
Implementation
The campaign ran over a period of six months, with ongoing adjustments and optimizations to ensure continuous improvement in lead quality and conversion rates.
Results
The results showcased the effectiveness of our tailored approach:
- Lead Quality:
- Reduced non-qualified leads from 87% to 9%.
- Positioned ads in front of audiences most likely to convert.
- Pipeline Stability:
- Consistently filled the client’s pipeline with qualified leads, ensuring business sustainability.
- Market Insights:
- Gained a deeper understanding of the client’s target market through exploratory campaigns, resulting in better-targeted ads and improved ROI.
Before vs. After
- Before: 87% of conversions were non-qualified (e.g., job seekers, suppliers).
- After: Only 9% of conversions were non-qualified, with a significant increase in qualified leads.
Conclusion
This case study demonstrates the impact of a strategic, data-driven approach to Google Ads. By filtering out irrelevant traffic and focusing on quality, The DOT Google enabled the client to transform their lead generation, achieving a steady pipeline of high-quality leads and securing the future of their business.
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