Case Study: B2B Service Company Generates $2.1 Million in Sales with Google PPC & Social Ads
Our client MojoTech came to us with the goal of generating qualified inbound leads for their software design and development company. Nick, the CEO of MojoTech, explained that they had a great sales team but were looking to increase lead flow through digital channels.
MojoTech was already well established, building serious software for some household names. So we knew their positioning was good, we just needed to find ways to get their name in front of the right decision makers.
After some initial research and a B2B marketing audit, we discovered that the competition was strong, and we would need to come up with a plan to drive early wins while also building a long term strategy to build long term gains.
After completing a B2B marketing audit, we uncovered the following opportunities that we felt could bring in early wins for MojoTech.
#1: HyperLocal PPC – Create Google PPC campaigns specifically around MojoTech offices to drive high intent visitors to key pages on their website.
#2: Monopoly SEM – Show up in as many results in Google as possible, drastically increasing MojoTech’s share of voice.
#3: LinkedIn LeadFlow – Target ideal customers with value-driven content and capture lead details for nurturing.
HyperLocal PPC for B2B
Our HyperLocal PPC for B2B strategy was straightforward. Since keywords around software development and app development were extremely expensive ($20-$30 per click), we had to make the most of the client’s allocated budget. So we decided to create 5 campaigns, each one targeting a 100 mile radius around one of their office locations.
Simple example of one of the ads we created for retargeting, since buyers typically took 30-60 days from first impression to reaching out. Thanks to retargeting, we saw a huge drop in our cost per lead.
Monopoly SEM is a term that we use to describe a strategy of owning as much “real estate” in a certain search query as possible. I’ll be honest, I originally thought we coined the term “Monopoly SEM” but I realized later that Nick Eubanks wrote an article in 2019 talking about the Monopoly Strategy – so giving credit where credit is due.
Okay so what does that mean? Historically, the goal in SEO was to rank your website on the first page of Google, ideally in spot #1. Well things have changed. Google is a lot smarter and provides results based on what they think their user wants, which makes brute forcing that #1 spot almost impossible.
Take the search “best personal injury firm”. Googling this phrase brings these results for the top 5 spots.
Notice anything about those results? There’s not a single company showing up for this highly valuable term. Instead, Google is saying “hey, when someone searches for the best personal injury firm, they want options, they don’t want a specific company”. Which is why you see all these directory and “Top 10” style results.
This changes the game. Instead of focusing solely on ranking your page at #1, you need to understand what types of results Google wants to show. In cases like the above, we use the Monopoly SEM strategy to manually reach out to each of these sites and work out sponsorship or listing fees to show up on these pages that customers searching for our services are already visiting.
Unlike the previous two strategies, the goal with LinkedIn LeadFlow was to create a pipeline of leads that we could nurture and retarget for when they were ready to buy. Since MojoTech worked on high value projects, we knew the math made sense to focus on LinkedIn Ads as an acquisition channel.
We worked with the MojoTech team on testing a few different lead magnets (Reports, Case Studies, Playbooks), and used those assets as a method to collect emails and key contact details like Full Name, Company, Job Title, and Company Size from LinkedIn.
Here’s an example of a simple but effective lead funnel for LinkedIn. Using an email automation sequence can help increase your conversion rates by re-engaging leads who fell off.
We were feeling confident with the strategy we had deployed, but our results were surprising, even to us.
Within the first 60-days of our Monopoly SEM strategy, the client closed a single project worth over $1 Million.
Within 120-days of our HyperLocal PPC for B2B framework, they finalized a deal for mid-six figures.
Using LinkedIn LeadFlow, they knew how many leads it took to get an opportunity with a project. From there they knew their average close rate.
Why’s that important? Well if they had a goal for new projects for a quarter, they could work backwards to see how many leads they would need on the front end, and would adjust budgets accordingly.
If you want to see how you can drive more leads like MojoTech, schedule a free strategy call with me here: https://calendly.com/brandyn/strategy.