Northwoods' Client: A premier, full-service ERP software company, offering sales and licensing, consulting, implementations, and more.
From Hired to Fired to Re-Hired:
How Northwoods Recovered Ad Performance & Maximized ROAS for a Leading Software Services Company
The client operates in a highly competitive software space with a large pool of vendors. They knew that to succeed they needed to boost the effectiveness of their digital advertising efforts, so they turned to Northwoods. For four years, we helped attract leads using data-backed insights and digital advertising strategy. During that time, the demand for the client’s services steadily increased and the business grew from around 50 employees to several hundred.
The Situation
- Northwoods had been working successfully to set up and refine digital ads for the client for four years, boosting viable leads from 3-4 per month to 12-16 per month.
- Despite the long-term success of our partnership, some of the highest numbers of leads in the company’s history, and a great working relationship, a newly hired VP of Sales led the client to switch to a new digital advertising vendor.
- After just two and a half months with a different agency and despite a smooth account handoff, ad performance plummeted and cost per lead increased by 354%.
The Solution
- Northwoods was quickly re-hired to recover ad results, building on previous efforts that included:
o Setting up high quality back-end data in Google Analytics and Google Tag Manager to capture not only conversion data, but also lead attribution data from both online and offline sources.
o Developing a robust offline conversion process to feed campaign, ad group, keywords, and messaging data back into Google and Bing Ads to further refine audiences.
o Uncovering opportunities to reduce ad spend and improve conversions.
o Ongoing monitoring and competitive analysis to adjust campaigns based on keyword and traffic trends.
- Our team continues to meet regularly with the client to discuss the quality and sources of new leads to build back-end data, further refine strategies, and optimize processes.
The Outcome
- Northwoods recovered the client’s previous ad results within just a month, and the cost per qualified lead dropped 92% from $5,000 to $722.
- The client is thrilled with the results and its collaboration with Northwoods – a successful partnership based on open sharing of ideas, smart recommendations from both sides, and a willingness to experiment to find the best possible outcomes.
- Quality leads have translated to real sales, helping the client to meet its business goals, maximize ROAS, and drive sustainable growth.
Learn More About Northwoods' Digital Advertising Services