Get a Free Quote
Getting your Trinity Audio player ready...

B2B Marketing & Print Solutions | PPC Case Study

Category :

PPC & Lead Generation

Niche:

Marketing, Print & Signage Solutions

Start Date :

JAN, 2025 - DEC, 2025

Marketer:

Nebula Reach

Executive Summary

Managed a complex, dual-market (US & Canada) Google Ads strategy for a premier B2B marketing and visual communications network.

The primary objective was to drive efficiency in a mature account structure, maintaining lead volume despite a strict budget reduction.

Through rigorous cross-border account restructuring, "high-intent" audience filtering, and Smart Bidding consolidation, we successfully lowered the Cost Per Lead (CPL) by over 24% and improved lead counts, all while reducing total ad spend by 10%.

01. The Challenge

A massive franchise network specializing in marketing and signage solutions faced stagnating efficiency across its US and Canadian territories. Despite a strong market presence, the campaigns suffered from localized inefficiencies and budget fragmentation.

  • Budget Contraction: The client mandated a 10% reduction in ad spend but required lead volume to grow or remain stable.
  • Cross-Border Complexity: Disparate campaigns for US and Canadian markets led to fragmented data and inconsistent optimization strategies.
  • Quality vs. Quantity: Broad keywords were attracting low-value “personal print” inquiries (e.g., single photo prints) rather than high-value B2B commercial contracts.
  • Conversion Friction: Historical data showed conversion rates (CVR) had plateaued, indicating that traffic quality or landing page relevance was slipping.

02. Strategy & Execution

We executed a “Do More With Less” efficiency strategy, focusing on high-value B2B acquisition and technical account consolidation.

  • Territory Fencing: We implemented precise radius targeting for individual franchise locations to eliminate budget bleed in non-serviceable areas, ensuring spend was focused strictly on serviceable B2B zones.

  • B2B Intent Filtering: We aggressively expanded negative keyword lists to filter out consumer-grade searches (e.g., “cheap photos,” “DIY cards”), shifting the budget exclusively toward high-ticket commercial terms like “fleet graphics,” “commercial signage,” and “direct mail campaigns.”

  • Unified Bidding Strategy: We transitioned fragmented manual campaigns into consolidated Smart Bidding (Target CPA) portfolios. This allowed the algorithm to leverage data from both US and Canadian markets to identify conversion patterns more effectively.

  • Landing Page Localization: We deployed dynamic location insertion and currency-specific trust signals (US vs. CAD) on landing pages to reduce friction for cross-border traffic.

  • Quality Score Optimization: By tightening ad relevance and landing page experience, we reduced the Average CPC, allowing us to buy more traffic for less money.

03. Results & Impact

Following the restructuring and efficiency drive, the campaign defied the budget cut, delivering higher volume and better quality. We successfully scaled lead generation while adhering to a stricter financial cap.

  • Total Performance Spend: $643,126.19 (Reduced by 10.02%)

  • Lead Growth: +7.09% (Total Lead Volume: 29,011)

  • Cost Efficiency: CPL reduced by $54.74 (24.44% improvement)

  • Click Cost: Avg. CPC $2.64 (Reduced by 8.01%)

  • Conversion Rate: Improved CVR by 4.82% (A relative lift of 26.35%)

04. Key Learnings

Here are a few points to remember:

  • Consolidation Wins: Consolidating fragmented franchise data into unified bidding strategies allows algorithms to learn faster, driving down CPL even in diverse markets like US/Canada.

  • Negative Keywords are Profit: In B2B niches, profitability isn’t just about what you bid on, but what you don’t bid on. Excluding consumer intent was the primary driver of the CVR spike.

  • Efficiency Scales: You do not always need more budget to get more leads. By fixing the “leaky bucket” of poor targeting and low CVR, we unlocked nearly 30,000 leads with less spend than the previous year.