Pantheon

How we did it

1. Consolidated the google ads account which had a lot of unnecessary campaigns and adgroups, which was a dated best-practice. This helped to increase the number of conversions flowing through each campaign and adgroup, helping to more effectively feed the algorithms
2. Created Performance Max campaigns, which the account had never previously experimented with, to utilise key audience personas and mapping them to a complex set of audience signals and combined audience segments. This campaign quickly became the biggest focus of spend, with the cost per MQL reducing by as much as 90% compared to historical account performance
3. We reduced the number of micro-conversions and started focusing on higher-value actions. Previously all conversions were being used in every campaign, which was confusing the system into knowing it should be focusing on and optimising towards, so we focused on increasing the quality and simplifying this 
4. Established which countries within APAC and EMEA had the strongest support “on the ground” to nurture any new leads, and switched the targeting up to only focus on these strongly supported regions
5. Introduced a full-funnel approach in LinkedIn by using video creative to drive awareness at the top of the funnel, before delivering a variety of whitepapers and webinar invitations to this audience, followed by a final retargeting phase to encourage form submissions and call bookings
6. Brought in a more targeted ABM approach, directing the client to upload extensive lists of their high value targets, which led to much stronger levels of engagement and action

Results

1. 701% increase in MQL’s
2. 430% increase in overall conversions
3. 267% increase in conversion rate
4. 350% increase in budget due to results

Conclusion

• Restructuring the account and focusing on much more high-intent actions helped to increase the efficiency, whilst using the huge amounts of first-party data to feed the campaigns helped to improve the quality of data and targeting, to significantly improve performance
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• As a B2B product with a longer sales cycle, optimising towards specific areas where sales support was a lot stronger was crucial in making sure these high-value leads were properly nurtured and resulted in a much strong conversions rate