B2B PPC Campaign Reduces Cost per Conversion by 27%
Reaching key decision-makers at £1M–£5M turnover enterprises requires a surgical approach to paid media. By architecting a multi-channel strategy across social, display, and search, we bypassed the noise of the broader market to engage over 1,000 high-value respondents. This data-first methodology drove an 18.6% increase in ROI while significantly lowering the cost per conversion.
Key results
26.5% reduction
in conversion cost
Overall ROI
increased by 18.6%
Over 1,000
respondents
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Challenge
Innovate UK is the government department focussed on driving innovations that will grow the UK economy. They wanted to reach out to small businesses in the UK to understand their attitudes and behaviours towards Research & Development and international markets.
Solution
A business-to-business PPC campaign for the government agency focussed on business innovations. We crafted a custom campaign to target a B2B audience across a range of channels.
Their target market was key decision makers at small businesses with a turnover of £1-5M. We helped to develop three target personas to support this, and used data points to target these audiences online.
We planned and built a social, display and search campaign to proactively target these users online, with a compelling call to action to drive response.
Results
The campaign was a success, with thousands of conversions generating huge insights from this audience. Not only that, performance metrics for the B2B PPC campaign showed a fantastic return:
Return on investment increased by 18.6%
Average cost per click reduced by 15.3%
Conversion cost reduced by 26.5%
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