Omnichannel B2B SaaS Advertising Strategy On Google, Bing, & LinkedIn
How InterTeam Generated 100 More Qualified Leads For Celayix
Celayix is a workforce management software provider serving industries like healthcare, security, hospitality, and manufacturing. Their platform simplifies workforce management by streamlining shift scheduling, time and attendance tracking, and enhancing communication between supervisors and staff.
However, despite offering a powerful B2B SaaS solution and hiring a digital advertising service, Celayix was having trouble generating quality leads.
Auditing Gaps In Celayix’s Google Ads Strategy
We’d actually collaborated with an employee of theirs on a few projects in the past. So, they were already familiar with our expertise in paid B2B SaaS advertising when they reached out.
However, before diving into the project, we audited Celayix’s accounts. We needed to see what the previous advertiser was doing and provide an overview along with some insights regarding their paid search accounts.
The findings were quite interesting:
We found out the previous advertiser provided no monthly reports, didn’t conduct any A/B testing or retargeting, and no extensions were being used. It was unclear how much work was being done every month in terms of optimizations.
After the audit and the backing from an internal team member, Celayix went ahead with the proposal. Our task: to generate high-quality leads (companies with 25+ employees).
Creating A More Targeted Ad Strategy On Google, LinkedIn, & Bing
Before diving in, we needed to manage Celayix’s expectations. While the previous advertiser did bring in numerous leads, they were all low-quality. We explained that the overall number of leads would decrease and that cost-per-lead (CPL) would increase slightly, but they would also see an increase in qualified leads.
While the advertiser Celayix had previously hired wasn’t meeting their expectations, they left behind some useful insights we could use in our campaign. We identified high-converting keywords and audience segments from their old campaigns and built our own campaigns targeting these keywords.
From there, we created industry-specific campaigns on Bing, LinkedIn, and Google platforms, targeting people in each vertical and searching for keywords with vertical-specific language (i.e., security guard scheduling software).
After getting the top-of-funnel search campaigns up and running, we focused on building retargeting campaigns for people who viewed the demo pricing pages on LinkedIn, YouTube, Google Discover, and Google Display.
Challenges and Solutions
Of course, like any advertising campaign, it wasn’t all smooth sailing. Between making adjustments from the previous campaign and working with Celayix’s team, we encountered a few obstacles we needed to overcome.
1. Custom security codes blocking conversion tracking
Celayix had custom security codes on their website that prevented our tracking codes from firing. This made it impossible to audit the campaign effectively and even obstructed our performance.
To fix this, we explained to their team the importance of tracking conversions correctly. They allowed us to set up attribution in Salesforce to track where leads were coming from and to review their Salesforce data. We also implemented Microsoft Clarity to have a tool to monitor where specific leads were coming from.
2. Aggressive CTAs impacting conversions
Earlier in the campaign, Celayix was adamant about getting leads to book a demo. They were also reluctant to offer free trials and lead magnets. As a result, because leads weren’t ready to convert on these calls to action, we were facing really high cost-per-leads (CPLs), and conversion rates were suffering.
The key was highlighting that a slower sales life cycle is quite common with B2B SaaS solutions and is often more effective. We explained we could improve conversion rates by connecting free trial and lead magnet converters and that the cost per conversion on these leads would be significantly lower. Book demos were around $250 to $350 per lead, whereas lead magnets were around $100 per lead.
Celayix agreed to try our strategy, and we got to work on building campaigns for lead magnets. We tested it on security companies with a free security guard schedule template. We tried this test because we saw a lot of top-of-funnel keywords being searched for “security guard schedule template” and “Security guard schedule.”
The CPC for these keywords was around $5 to $12 per click versus $20 to $30 for keywords like “security guard scheduling software.” To qualify leads, we made it mandatory to put a company email lead magnet forms.
3. Landing pages killing conversion rates
Another issue we encountered was poor landing page quality. Not only was the design too simple, but the CTA (book a demo) was also quite demanding for a first visit. As a result, the landing pages had low conversion rates.
So, we completely revamped them, creating 91 unique landing pages in Unbounce. Our team developed multiple pages for the various consumer profiles, each with different CTAs. We tested “Book a Demo,” “Get a Custom Savings Estimate,” “Free Trial” CTAs, and lead magnets (templates security guard/guides).
Once we started getting feedback, we optimized and prioritized landing pages with higher conversions.
100 More Qualified Leads At Lower CPL
Since partnering with InterTeam in January, Celayix's advertising performance has seen significant improvements:
- 218% increase in conversion rates
- Overall conversions rose by 160%
- 25% increase in marketing qualified leads
- 5% decrease in cost per conversion
These improvements not only attracted over 100 new leads but also caught the attention of major companies.
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InterTeam is a full-service PPC agency that offers expert marketing and advertising services to B2B services and SaaS companies. We use paid search and social ads to help businesses generate quality leads, achieve their marketing goals, and accelerate growth.
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