How We Increased ROI by500% in 90 Days
A comprehensive case study on how we transformed a struggling PPC campaign into a high-performing revenue engine for a B2B SaaS company.
Client Overview
Company Profile
- Industry:B2B SaaS
- Company Size:50-100 employees
- Target Market:Mid-market businesses
- Product:Project management software
Project Details
- Timeframe:90 days
- Monthly Budget:$50,000
- Channels:Google Ads, LinkedIn Ads
- Primary KPI:Cost per qualified lead
The Challenge
The client came to us with a struggling PPC campaign that was generating leads but at an unsustainable cost. Their previous agency had focused on vanity metrics like impressions and clicks, but the quality of leads was poor, resulting in a low conversion rate to paid customers and a negative ROI.
Key challenges included:
- High cost per acquisition ($650) that exceeded customer lifetime value
- Poor quality leads that weren't converting to sales
- Inefficient campaign structure with keyword cannibalization
- Lack of alignment between ad messaging and landing pages
- No clear attribution model to understand which channels were performing
Our Approach
1. Comprehensive Audit & Analysis
We began with a deep dive into the client's PPC accounts, analytics data, and sales funnel to identify issues and opportunities.
Key Findings:
- Budget was being wasted on broad match keywords with low intent
- Ad copy wasn't effectively qualifying prospects
- Landing pages had poor conversion rates (1.2%)
- No lead scoring system to prioritize follow-up
2. Strategic Restructuring
Based on our findings, we completely restructured the campaign architecture to focus on high-intent keywords and qualified leads.
Key Actions:
- Implemented SKAG (Single Keyword Ad Group) structure for high-value keywords
- Created negative keyword lists to prevent wasted spend
- Developed customer intent matrix to align keywords with buying stages
- Implemented advanced bid strategies based on lead quality
3. Landing Page Optimization
We redesigned the client's landing pages to improve conversion rates and better qualify leads.
Key Improvements:
- Created industry-specific landing pages with relevant messaging
- Implemented multi-step forms to better qualify leads
- Added social proof and case studies relevant to each target industry
- Improved page load speed by 65%
4. Lead Nurturing & Scoring
We implemented a lead scoring system and nurturing sequences to improve lead quality and conversion rates.
Key Components:
- Developed behavioral scoring model based on engagement
- Created automated email sequences for different buyer personas
- Implemented lead routing based on score and qualification
- Set up retargeting campaigns for high-value prospects
Results
From 0.8x to 5x return on ad spend
From $650 to $208 per acquisition
From 1.2% to 5.8% on landing pages
In the first 90 days of the campaign
Additional Outcomes
- Sales cycle reduced by 35% due to better lead qualification
- Customer lifetime value increased by 20% through better customer-product fit
- Marketing and sales alignment improved, with 90% of leads now accepted by sales
- Scalable campaign structure allowed for 3x budget increase in month 4
Client Testimonial
"One Tap Media completely transformed our digital marketing strategy. Within 90 days, they turned our struggling campaigns into a major revenue driver for the business. Their data-driven approach and focus on quality over quantity has changed how we think about marketing. The ROI speaks for itself - we're now getting 5x return on our ad spend."
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