Project 33’s Post

I analyzed the Google ad account of a $5M ARR B2B SaaS company this week. Here are the Hubspot stats: - Ad spend: $75,000 over the last 12 months - Leads: 2,073 ($36 CPL) - Won deals: 7 - Revenue: ~$140k (ACV is 20k) So high-level looking decent - that's a 2x ROI on the ad spend to revenue. Great. Let’s keep them running. But when I dug into the campaigns, I saw two things: 1. Out of the 7 deals, 5 of them converted on the search term being the COMPANY NAME (and *just* the company name) I would argue that those customers didn’t come from your Google ads - they would’ve become customers anyway. If someone googles the name of your company, you’ve won. They’re looking for you. 2. The remaining 2 deals both converted on the same ONE (non-branded) search term. They are running 100s of search terms. And this search term was a low-volume, high-intent keyword. It didn't generate a lot of leads, so the CPL for that search term was very high compared to the average. The bulk of the leads came from broad, high-level, “top-of-funnel” search terms, which helped drive down the average CPL, but none of them converted. Actually, once I looked at them in Hubspot, I could tell quickly that they will never convert: all of them had personal emails (@yahoo, @gmail etc) and besides visiting that landing page once from the Google ad click, never came back or interacted with anything else from that company. TAKEAWAY Now, considering that only 2 out of 7 customers came from Google ads, that’s $40k in revenue for $75k of spend. Suddenly, we’re underwater. Surface-level, your Google ads might look good. But probably: - Your branded search terms do all the heavy lifting  - You might want to reconsider spending budget on YOUR COMPANY NAME at all - The non-branded search terms generate the bulk of the leads and drive down overall CPL, but mostly just provide low-quality leads that go nowhere - Out of your non-branded terms, it’s generally a handful few of low-volume, high-intent keywords that drive all the value there In the above case, we can probably cut 80% of the ad spend while getting the same results for deals and revenue. #advertisement #marketing #googleads #b2b

I analyzed the Google ad account of a $5M ARR B2B SaaS company this week. Here are the Hubspot stats: - Ad spend: $75,000 over the last 12 months - Leads: 2,073 ($36 CPL) - Won deals: 7 - Revenue: ~$140k (ACV is 20k) So high-level looking decent - that's a 2x ROI on the ad spend to revenue. Great. Let’s keep them running. But when I dug into the campaigns, I saw two things: 1. Out of the 7 deals, 5 of them converted on the search term being the COMPANY NAME (and *just* the company name) I would argue that those customers didn’t come from your Google ads - they would’ve become customers anyway. If someone googles the name of your company, you’ve won. They’re looking for you. 2. The remaining 2 deals both converted on the same ONE (non-branded) search term. They are running 100s of search terms. And this search term was a low-volume, high-intent keyword. It didn't generate a lot of leads, so the CPL for that search term was very high compared to the average. The bulk of the leads came from broad, high-level, “top-of-funnel” search terms, which helped drive down the average CPL, but none of them converted. Actually, once I looked at them in Hubspot, I could tell quickly that they will never convert: all of them had personal emails (@yahoo, @gmail etc) and besides visiting that landing page once from the Google ad click, never came back or interacted with anything else from that company. TAKEAWAY Now, considering that only 2 out of 7 customers came from Google ads, that’s $40k in revenue for $75k of spend. Suddenly, we’re underwater. Surface-level, your Google ads might look good. But probably: - Your branded search terms do all the heavy lifting - You might want to reconsider spending budget on YOUR COMPANY NAME at all - The non-branded search terms generate the bulk of the leads and drive down overall CPL, but mostly just provide low-quality leads that go nowhere - Out of your non-branded terms, it’s generally a handful few of low-volume, high-intent keywords that drive all the value there In the above case, we can probably cut 80% of the ad spend while getting the same results for deals and revenue.

A great example of why you can't just look at the superficial stats to see if an ad campaign is working or not. With limited marketing budgets, digging into the data to see where deals are really coming from and understanding the buyer's journey is more important than ever.

Unlock the Power of Google Ads: Best Bidding Strategy for Maximum Leads! Are you ready to skyrocket your lead generation efforts using Google Ads? Let's dive into the ultimate bidding strategy to ensure you're not just getting leads, but you're getting them efficiently and effectively. 1️⃣ **Give Google AI the Fuel it Needs**: The key to success lies in feeding Google's AI with ample data to make informed decisions. The more data it has, the better it can optimize your campaigns. 2️⃣ **Maximize Clicks**: Start off by maximizing clicks. This strategy is all about getting as many clicks as possible within your budget. Why? Because more clicks mean more data for Google AI to work its magic.   🔍 **Example**: Let's say you're in the business of selling luxury properties. By maximizing clicks, you're ensuring that your ads are getting the visibility they need to attract potential leads. 3️⃣ **Target CPA - Maximize Conversions**: Once you've gathered enough data with the maximize clicks strategy, it's time to switch gears. Target CPA (Cost Per Action ) is your go-to bidding strategy when your primary goal is to generate leads.   🔍 **Example**: You're a real estate agent aiming to capture leads for luxury property listings. Setting a target CPA allows you to specify the maximum amount you're willing to pay for each lead, ensuring you're optimizing your budget for maximum conversions. **Two Proven Methods to Implement**: 🔹 **Method 1 - Starting Bid Strategy**:   - Begin with maximizing clicks to gather essential data for Google AI.   - Utilize Keyword Planner to identify the highest maximum bid limit.   - Apply an average bid based on your findings to kickstart your maximize clicks strategy. 🔹 **Method 2 - Setting Maximize Conversions**:   - Opt for Target CPA from the get-go.   - Initially, consider doubling or even tripling your target CPA for the first month to expedite data collection. **Why This Works**: By strategically alternating between maximizing clicks and targeting CPA, you're not only attracting leads but also refining your campaigns based on actionable insights provided by Google AI. Ready to Dominate Your Market? 💥 Implement these tried-and-tested strategies today to witness a surge in inbound leads like never before. Let's optimize your Google Ads campaigns for unparalleled success! 🌟 #GoogleAds #LeadGeneration #BiddingStrategy #DigitalMarketing #AI #MaximizeConversions #TargetCPA

Unlock the Power of Google Ads: Best Bidding Strategy for Maximum Leads! Are you ready to skyrocket your lead generation efforts using Google Ads? Let's dive into the ultimate bidding strategy to ensure you're not just getting leads, but you're getting them efficiently and effectively. 1️⃣ **Give Google AI the Fuel it Needs**: The key to success lies in feeding Google's AI with ample data to make informed decisions. The more data it has, the better it can optimize your campaigns. 2️⃣ **Maximize Clicks**: Start off by maximizing clicks. This strategy is all about getting as many clicks as possible within your budget. Why? Because more clicks mean more data for Google AI to work its magic.   🔍 **Example**: Let's say you're in the business of selling luxury properties. By maximizing clicks, you're ensuring that your ads are getting the visibility they need to attract potential leads. 3️⃣ **Target CPA - Maximize Conversions**: Once you've gathered enough data with the maximize clicks strategy, it's time to switch gears. Target CPA (Cost Per Action ) is your go-to bidding strategy when your primary goal is to generate leads.   🔍 **Example**: You're a real estate agent aiming to capture leads for luxury property listings. Setting a target CPA allows you to specify the maximum amount you're willing to pay for each lead, ensuring you're optimizing your budget for maximum conversions. **Two Proven Methods to Implement**: 🔹 **Method 1 - Starting Bid Strategy**:   - Begin with maximizing clicks to gather essential data for Google AI.   - Utilize Keyword Planner to identify the highest maximum bid limit.   - Apply an average bid based on your findings to kickstart your maximize clicks strategy. 🔹 **Method 2 - Setting Maximize Conversions**:   - Opt for Target CPA from the get-go.   - Initially, consider doubling or even tripling your target CPA for the first month to expedite data collection. **Why This Works**: By strategically alternating between maximizing clicks and targeting CPA, you're not only attracting leads but also refining your campaigns based on actionable insights provided by Google AI. Ready to Dominate Your Market? 💥 Implement these tried-and-tested strategies today to witness a surge in inbound leads like never before. Let's optimize your Google Ads campaigns for unparalleled success! 🌟 #GoogleAds #LeadGeneration #BiddingStrategy #DigitalMarketing #AI #MaximizeConversions #TargetCPA

Stop spending $500 per qualified lead from Google Ads First off, I used to be a PPC only agency. Meaning I would spend all my waking hours convincing people that Google & Bing ads were where the money was. But listen… It’s not anymore. Not only is it super saturated, but it is also filled with spam bots. Anyone who has ever run a Google Ads campaign before can attest to this. They get all excited that they got 5 “conversions” … only to find that all the “conversions” where just spam bots. Lol 😂 There goes $2500. Right into Google’s pocket. Google Ads “used” to be the thing that drove qualified appointments - but it’s overloaded and highly competitive. It used to cost pennies to get clicks - meaning $1000 monthly ad spend could realistically result in tens of thousands of clicks. Sorry to burst any PPC agency’s bubble’s but it’s not the case anymore. You are lucky if you are driving $3 CPC. Meaning $1000 gets you 333 clicks. At a conservative 1% conversion rate, you will see roughly 3 form submissions. And at a conservative 70% qualification rate to MQL - then you are looking at 2 qualified prospects. Not bad - but that’s optimistic. You most likely will end up with 0 qualified conversions in today’s day an age. But hey - listen… it’s doesn’t have to be that way. Can I let you in on a secret 🤫 Wanna know what is “the way” to drive qualified appointments today and for the remainder of 2024? … email… Yes, the 20 year old platform that has lasted the test of time. BUT It’s not JUST email - it’s using modern day, enrichment and AI personalization tools MASSIVE SCALE Yes, I am talking sending a lot of emails & DMs Like at least 300-1000 per day. Because here’s the deal You are realistically going to only have a .5-1% response rate. So in order to actually pack your calendar with interested leads - you need to send a ton of emails. But it’s cheaper than ever to send these emails with service providers like Mailscale & Smartlead. Want me to break down the whole process that generates our agency, AND our clients 3-5 qualified calls with their ICP each week? Click the button in my headline to visit my website and contact us 🤓 I will walk through the whole process doc, and show you our email sequences so you can understand how a high converting campaign looks. Until then… To Your Success, Ian “The Email Guy” Binek"