Applied “revenue” values to Trend Micro’s various B2B lead goals to encourage the Google algorithm to prioritise their most valuable website actions, without sacrificing CPA or volume.
Google Ads
72% increase in High-Value Leads
Trend Micro is a leading Enterprise software security company, with Paid Search activity running across 17 countries and 7 languages.
Their sales funnel is a complex, multi-touch funnel that spans both online and offline activity. Because of this, Trend Micro’s website actions include both high-volume ‘soft’ goals (such as ungated PDF downloads) and high-intent but lower-volume goals (contacting the sales team through online forms). We needed to devise a strategy that encouraged Google’s smart algorithm to allocate more budget to higher intent audiences, but that continued to drive new audiences into the funnel (and take learnings from these user signals) via our softer actions.
Campaigns previously set to Target CPA, were now set to Maximize Revenue. Because of their separate values, Google now had a better sense of which actions were most valuable to the business and could optimise accordingly.
By assigning artificial revenue values to lead actions, we effectively turned a lead-gen client into a retail / eCommerce client from the perspective of Google Ads’ smart bidding AI. In doing so, we created an additional layer of data that Google previously would not have had eyes on – linking insights from the client’s offline sales data into the machine to better optimise performance.
Over a 6-month period, campaigns set to Maximize Revenue saw;
This campaign shows how humans can add value in this machine-learning world – we understood our client’s business and sales funnel, and layered business data into our campaigns to help the Google algorithm optimise towards the metrics that matter.
+72%
High Value Leads
+223%
Uplift in "ROAS"
+56%
Total Leads
