Overview:
IN2 Access & Control Ltd began working with me because they wanted to generate additional trade leads for their safety edges and smart gate controllers.
As a result, I created tailored campaigns with laser-focused targeting, compelling ad copy and bespoke landing pages.
This resulted in a 300% increase in trade leads with a marked improvement in lead quality and lower cost per clicks. The solution that I implemented was highly effective and had a positive impact on their lead generation efforts.
Who:
IN2 Access & Control Ltd brings over 10 years' trading experience in specifying and supplying sensor and control technology to the industrial, pedestrian, garage door, gate, barrier and perimeter fencing markets.
Challenge:
They wanted to generate trade leads for a selection of their products, with a particular focus on their safety edges and smart gate controllers.
Although the process has been relatively straightforward for their safety edges. It has been particularly difficult to obtain predominantly trade leads for their smart gate controllers. This is due to the number of end users also searching for the product.
Solution:
I created separate campaigns, allowing tailored messaging and targeting for each product.
In additional to this, I also took extra care and attention ensuring that the keywords used are suitable for the end goal of generating trade leads. Ultimately, helping the ads to reach the desired audience.
In addition to laser focused targeting and campaign setup, I also created trade concentrated yet compelling ad copy. With the end goal of reducing the number of clicks obtained by end users while still being exciting and interesting enough to attract clicks from trade users.
Finally, alongside monitoring, on-going optimisation and additional fine tuning, I also created bespoke landing pages.
These landing pages continue to provide a relevant and specific experience for their potential customers, resulting in increased quality scores and lower cost per clicks.
By directing visitors from the ads to a page that matches the content of the ad, I have also significantly improved message relevancy and their landing page experience (quality score). This has also increased the chances of converting visitors into customers.
Results:
As a result of the initial campaign setup and on-going optimisation, they have experienced a significant increase in trade leads for their safety edges and smart gate controllers.
The efforts put into ensuring message relevancy and reducing clicks from end users (while focusing on trade users) paid off with a whopping 300% increase in leads.
The company also saw a marked improvement in the quality of leads generated, combined with a lower cost per click.
These results showcase the effectiveness of the solution that I implemented and the positive impact it has had on the company's lead generation efforts.
• 300% increase in leads
Conclusion:
In conclusion, IN2 Access & Control Ltd faced a challenge of generating trade leads for their safety edges and smart gate controllers, as there were a high number of end users also searching for the product.
To overcome this challenge, I implemented a comprehensive solution which included tailored campaigns, laser-focused targeting, compelling ad copy, and bespoke landing pages.
The result of these efforts was a significant increase in trade leads for both safety edges and smart gate controllers.
Additionally, the company saw a marked improvement in the quality of leads generated and a lower cost per click.
Testimonial:
"Kevin is very knowledgeable and friendly, providing great customer service. He helped launch the PPC campaigns for our company and provided guidance every step of the way.
Once the campaigns were under way, his reporting and recommendations to improve the campaigns were invaluable. Highly recommend."
- Farrell Johnson, Marketing Manager at IN2 Access and Control Ltd
Landing Page Example:
