Paid Search Increases Manufacturing Revenue

Manufacturing - Secure Identity Products

Paid Search

The Challenge

With rising global media costs and inconsistent lead quality, a manufacturer wasn’t driving enough revenue from paid media.

The Solution

We planned to overhaul the paid search campaigns to take advantage of machine learning and focus on driving revenue. To do this, we:

Updated the campaign structure:

  • Consolidated global campaigns to strengthen machine-learning signals
  • Global restructuring: fewer campaigns, stronger intent segmentation

Updated conversion settings:

  • Implemented Value-Based Bidding (VBB)
  • Weighted conversion points tied to MQLs, SQLs, Opportunities, and Won deals
  • Offline conversion imports synced with Salesforce
  • Mapped CRM lead scoring + funnel stages into Google/Microsoft Ads

Updated bid strategies:

  • Optimized toward pipeline + revenue, not just form fills
  • Continuous bidding audits + geographic budget refinement

The Results

Following the overhaul, lead quality improved, and the optimizations helped reduce waste and strengthen global efficiency. The paid search campaigns drove the following results in the first 12 months:

0
Opportunities generated
0
Opportunities won
0M
Dollars from Pipeline Influenced
0M
Revenue won
0K
Dollars of Ad Cost
0x
Return on Ad Spend

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