Award-winning lead generation on a global scale for IMSM

Using value-based bidding to drive sales qualified leads across markets

Activity period: 2021

Challenge

International ISO consultancy IMSM brought us on board to increase Sales Qualified Leads across seven key markets. But the account lacked a clear strategy and with inconsistent data across its global markets, we needed to do far more than just execute an effective paid search campaign. This was all about layering complementary techniques to be able to deliver on their ambitious KPIs.

80%

increase in SQL

13%

decrease in cost per lead

Our approach

Alongside restructuring campaigns to align with our newly defined strategy, we did a major rebuild of the Google Tag Manager containers to ensure reliable data (read more about the data work here). We then integrated with HubSpot to import offline conversions into the Ads platform, which opened the door to smart value-based bidding. That meant we could tweak and monitor campaigns to prioritise the conversions that were most likely to impact IMSM’s bottom line and drive the results that mattered.

Results

On top of increasing SQLs by 80% while decreasing cost per lead, sales more than doubled! By harnessing technology to bring clarity to campaigns with real-world data, we’ve given IMSM the confidence to re-enter markets they’d pulled back from, enter new ones, and double the number of markets we run paid media in. And that’s not even mentioning the array of industry awards won along the way!

2x

Sales have more than doubled

Industry-leading work

The team’s work for IMSM has been recognised in various industry awards, winning in the following categories:

Best Use of Data at the UK Paid Media Awards and UK Digital Growth Awards
Best Use of Search PPC (B2B) at the European Search Awards
Most Effective Use of Technology in a Search Campaign at The Drum Search Awards

Testimonials

“

Working with Launch Online was the best decision we have made. They are everything they promised to be. Could not ask for a better agency to work with – and the lead quality has gone through the roof!

OPHELIA ALEXANDER – MARKETING EXECUTIVE – IMSM

”

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Launch is the happy performance agency. We’re an award-winning Google Premier Partner offering paid media, measurement and conversion optimisation services to clients who want great digital marketing delivered by great people.

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