Amidst the fierce competition of the digital landscape, generating high-quality leads is crucial for growth, particularly for local service providers and small businesses. Here’s how we helped a Singapore-based printing services provider achieve significant growth by leveraging search engine marketing (SEM).

Client Profile: 

The client specialises in a wide range of printing services in Singapore, aiming to expand its customer base through effective online marketing. To drive more business, they sought our expertise to strategize and execute a Google Ads campaign focused on lead generation. With a clear objective of generating at least 15 new leads per month, we were tasked with running a cost-effective SEM campaign that would attract potential customers to the website and encourage them to take action.

Objectives:

• Generate Leads: Secure a monthly average of at least 15 qualified leads.
• Cost Efficiency: Maintain optimised spending to ensure maximum return on investment (ROI).
• Data-Driven Tracking: Use HubSpot as a CRM system to track, analyse, and refine lead quality and conversion data.

Campaign Strategy:

To accomplish these goals, we developed a comprehensive SEM strategy that focused on high-performing keywords, targeted bidding, and continuous optimization. Key components included:

1. Search Ads for Targeted Keywords: We identified and bid on specific keywords relevant to printing services, aiming to attract users who actively searched for these services in Singapore.
2. Dynamic Bid Adjustments: Using data from the campaign, we made bid adjustments based on device performance and the time of day, ensuring the ads reached the right audience at the right time.
3. Ongoing Optimization: The team continuously refined ad copy, keywords, and targeting. This approach helped keep the cost per lead (CPL) low while maximising the reach and relevance of each ad.
4. Lead Tracking and CRM Integration: HubSpot was integrated as a CRM solution, allowing us to monitor conversions, analyse lead quality, and gain insights into where and when leads were generated.
   
   

Results: 3-Month Campaign Performance

Our efforts were able to yield impressive results over the campaign's initial three-month run:

• Total Leads: 67 leads generated, significantly surpassing the initial goal of 15 per month.
• Monthly Average: Over 22 leads per month, with the third month reaching 26 leads.
• Ad Spend Efficiency: Monthly ad spend was reduced from 1,000 SGD to 600 SGD, yet lead volume remained high.
• Campaign Reach: around 12,500 impressions and 1,000 clicks per month, demonstrating the ads' visibility and effectiveness.
• Click-Through Rate (CTR): 7.5%, a strong indicator that the ads resonated with the target audience.
• Cost Metrics: An average CPC of 0.95 SGD and an average CPL of 41 SGD.
  
  

Key Insights and Performance Optimization

The success of the campaign was also driven by our data-informed optimizations:

1. Conversion Rate Improvement: Optimization efforts led to a 30% improvement in the conversion rate, increasing the likelihood that clicks turned into quality leads.
2. Enhanced Customer Value: The campaign successfully attracted high-value clients, increasing the lifetime value of new customers acquired through SEM.
3. Detailed Performance Analysis: By breaking down data by device and time, we could make targeted adjustments to the campaign, further refining the budget and maximising effectiveness.

Conclusion

Our SEM campaign for this client not only exceeded lead generation targets but also demonstrated how a well-planned and data-driven approach could lower ad spend while boosting lead quality. This case study illustrates the power of search engine marketing when paired with continuous optimization, making it an inspiring example for other local service providers looking to grow through digital marketing.

For the client, the campaign was a valuable step in scaling up its customer base, improving conversion rates, and gaining actionable insights for future campaigns.