B2B Leadgen Case Study

Maximising Efficiency and Revenue Growth for a B2B Business

COST PER CONVERSION

-60%

MORE CONVERSIONS

MONTHLY AD SPEND

€150K

background

Dala managed the Google Ads accounts for a B2B company operating in eight European markets. The scope included Search, Shopping, Display, YouTube, and Microsoft Advertising. With a monthly ad spend of €150,000, the key challenge was to optimise performance while addressing inefficiencies.

challenge

High CPAs & Low ROAS
The accounts faced consistently high costs per acquisition and low returns on ad spend.

Limited Leads in Smaller Markets
Campaigns with smaller budgets struggled to generate enough traffic, leaving insufficient data for proper optimisation.

Traffic Cannibalisation
Some campaigns competed against each other, leading to inflated CPAs and CPCs.

approach

Optimizing Lead Quality with tROAS
We implemented tROAS bidding strategies and conducted A/B testing with different conversion values assigned to various conversion types. This approach improved lead quality and overall performance.

Enhanced Attribution
Linked to a CRM tool, our attribution model focused on deeper metrics such as leads, opportunities, and revenue, allowing for more informed decision-making.

Campaign Restructuring
By consolidating campaigns with low traffic, we increased data volume, improving the algorithm's ability to optimise smart bidding.