B2B Lead Generation

B2B property management company specializing in the management and optimization of rental properties for clients. The main markets are Europe and Dubai, although the company advertises worldwide.

What have I achieved?

• Improved lead quality: The number of MQLs increased by 44% and SQLs by 60%, indicating higher lead quality and a better match with sales readiness criteria.
• Cost efficiency: Reduced advertising costs by 18% while generating more qualified leads, demonstrating effective budget management.
• Customer acquisition: Acquisition of 108 new customers (+38%), which contributed to significant business growth for the client.

Wie habe ich es erreicht:

1. Google Ads account optimization
   • Keyword-Strategy
     • Comprehensive keyword research: using tools such as Google Keyword Planner, SEMrush and Ahrefs to identify keywords with high relevance to property management. We focused on keywords with high search volume and low competition to maximize reach and cost efficiency.
     • Negative keywords: Implemented a robust list of negative keywords to filter out irrelevant traffic. This helped to reduce spend and improve the relevance of the ads.
     • Long-tail keywords: We focused on long-tail keywords to attract more qualified leads. Long-tail keywords tend to have higher conversion rates as they often reflect specific user intent.
   • Ad text and extensions
     • Convincing ad copy: Creation of several ad variants with convincing headlines and descriptions. Highlighted the client’s unique selling points, such as advanced property management technology, excellent customer service and market knowledge.
     • A/B testing: Conducted rigorous A/B testing of ad copy to identify the most effective messages. Regularly updating ads based on performance data.
     • Ad extensions: Utilized all available ad extensions, including sitelink, callout, structured snippet and location extensions. These extensions improved the visibility of the ads and provided additional information, which increased click-through rates (CTR).
   • Bidding strategies
     • Automated bidding: Switch to automated bidding strategies such as Target CPA (Cost Per Acquisition) and Target ROAS (Return on Ad Spend). These strategies use Google’s machine learning to optimize bids in real time to ensure the best possible return on investment.
     • Bid adjustments: Implemented bid adjustments based on device, location and time of day. This ensured optimal budget allocation to the best performing segments.
   • Audience targeting
     • Custom intent targeting: Creation of custom audiences based on users’ recent search behavior and website visits. This enabled the targeting of users who were actively searching for property management solutions.
     • Market-specific target groups: Leveraging Google’s market-specific audiences to target users likely to be in the market for property management services. This made it possible to reach potential customers who were about to make a purchase decision.
     • Remarketing campaigns: Implementation of remarketing campaigns to retarget users who had previously interacted with the client’s website or ads. Customized advertising messages based on previous user interactions to encourage conversions.
   • Ad planning and geo-targeting
     • Ad scheduling: Analyzing performance data to determine the best times to run ads. Ads were scheduled to appear at peak times when potential customers were most active.
     • Geo-targeting: Focusing on high performing regions, particularly in Europe and Dubai. Adjusting bids to allocate more budget to these regions while reducing spend in less effective areas.
   • Conversion tracking and optimization
     • Improved conversion tracking: Set up comprehensive conversion tracking to measure the effectiveness of different campaigns, ad groups and keywords. This included tracking form submissions, phone calls and other key conversion actions.
     • Offline conversion imports: Implemented offline conversion imports to track and measure conversions that took place outside of the online environment, such as phone calls and in-person meetings. This enabled a more holistic view of campaign performance and ROI.
     • HubSpot API integration: Integration of HubSpot with Google Ads using the HubSpot API to automate the flow of lead data between the two platforms. This ensured real-time updates and accurate tracking of MQLs and SQLs.
     • Conversion Rate Optimization (CRO): Using conversion tracking data to continuously optimize campaigns. Adjusting bids, keywords and ad copy based on conversion data to maximize ROI.
2. Competitor Analysis
   • Competitor benchmarking: analyzing competitors’ ad strategies, including the use of keywords, ad copy and landing pages. Identifying gaps and opportunities to differentiate the client’s ads.
   • Ad positioning: Ensuring that ads are competitive in terms of positioning and visibility through regular monitoring and bid adjustments.
   • USP highlighting: Highlighting unique selling propositions (USPs) such as superior property management technology, customer service and market expertise to stand out from the competition.
3. HubSpot integration and lead management
   • Improved lead scoring: Refinement of HubSpot’s lead scoring system to better qualify MQLs and SQLs. The focus was on attributes that indicate higher purchase intent and readiness.
   • Lead Nurturing Campaigns: Developing targeted email campaigns and automated workflows in HubSpot to move leads through the sales funnel. Provide valuable content and offers to keep leads engaged.
   • Sales and marketing alignment: Improved collaboration between sales and marketing teams to ensure seamless handoff of leads and alignment of goals and strategies.
4. Performance monitoring
   • Regular analysis: Conduct weekly and monthly performance reviews to track KPIs and identify trends. Use insights to make informed decisions and optimizations.
   • Transparent reporting: The client received detailed reports on campaign performance, highlighting improvements in KPIs and areas for further optimization.

My conclusion

By implementing a comprehensive strategy that focused on Google Ads optimization, competitor analysis and improved lead management, we were able to successfully increase the client’s marketing performance. The significant increase in MQLs, SQLs and new customers, as well as reduced costs, highlight the effectiveness of the tailored approach and strategic adjustments made within the Google Ads account.