Improving lead acquisition for a retail software solutions provider

Optimising Google Ad campaigns to generate more high quality leads — at lower cost

Who is the client?

The client is a world-leading software solutions provider for retail, pharmacy, forecourt, and hospitality businesses. 

They were seeing value from their paid media strategy but needed support improving the performance of their Google Ads campaigns. 


They partnered with Huble to increase lead acquisition and achieve specific KPIs, including lowering the cost-per-acquisition of leads and increasing conversion and click-through rates for ads.

The challenge

As a global company, the client runs multiple paid media campaigns across many regions. 

While this strategy is key to reaching a diverse audience, it created a situation where too many campaigns were run and ad messaging became fragmented. At the same time, the right region-specific keywords weren’t being targeted to appeal to local audiences. Old and non-performing ads and keywords were also in use. 

Overcoming these challenges required auditing every ad campaign, including their ad management process. Our analysis included landing pages, keyword performance, and search term reports.

Our solution

After an in-depth audit, we identified over 50 campaigns and 1000+ ad groups that needed to be reworked, or removed. 

With revised and region-specific keyword research, we consolidated ad groups into relevant topics — effectively halving the number of ad groups. 

We then overhauled and rewrote copy for the ads. Many ads, for instance, required updating from expanded text format to responsive text ads. This change ensured that ads adapted to display more relevant messages to customers.

The results

We achieved the project goals. And then some. 

Our focus on region-specific targeting and messaging, for instance, massively improved lead quality. 

This approach reduced cost-per-acquisition (CPA) to far below their stated goal — by as much as 36% in some months. 

Conversions have increased from delivering more relevant ads that benefit from improved keyword targeting. 

Ad management has also been streamlined by removing older and ineffective ads and keywords, and by consolidating multiple ad groups.

The stats

36%

cheaper cost-per-acquisition achieved compared to the project goal

22%

higher click-through-rate than the project goal

Next steps

Through this project, we’ve helped the client reach more businesses with their innovative software solutions. 

We continue to provide paid media support to the client, including weekly ad monitoring and optimisation and monthly reporting for their LinkedIn, Facebook, and Google ads. 

As one of their key paid media partners, we look forward to helping the client achieve ever more ambitious marketing goals.

Related Customer Stories

Zivver Case Study

Zivver

Discover how Huble empowered Zivver to transform their SEO strategy and optimise their website for conversions

SEO & Paid Media

Website Design & Development

GfK_ Human v AI Case Study-min

GfK

Learn how GfK established itself as an AI thought leader through an innovative & fun AI-powered campaign featuring a debate between ChatGPT & GfK’s CMO.

Marketing Strategy & Tech

Creative

Retail Software Solution Case Study

Retail Software Solution

Learn how Huble reworked and optimised Google Ad campaigns and paid media strategy to generate more high quality leads — at lower cost for a retail software provider.

SEO & Paid Media

GC Pay Case Study-min

GCPay

Learn how Huble helped GCPay drive growth through innovative digital marketing strategies including ABM, SEO-driven content creation & conversion optimisation.

Marketing Strategy & Tech

SEO & Paid Media

ISOS Case Study-min

Isos

Find out how the Huble team helped Isos Technology refresh their visual branding and design a new website that highlights their services and increases conversions.

Website Design & Development

OAG Case Study

OAG

Find out how the Huble team helped OAG rebuild and optimise their homepage and drive revenue through their website.

Marketing Strategy & Tech

GGMS Case Study-min

GGMS

Discover how Huble Digital worked with GGMS Coaching, a US-based marketing and database conversion company, to rebuild its sales, payment, and client onboarding processes from scratch.

Sales & Revenue

Apaleo Case Study

Apaleo

Apaleo needed an experienced consultancy to help refresh their Corporate Identity (CI), relaunch their website and integrate the HubSpot marketing tool.

Website Design & Development

GfK Case Study-min

GfK

Find out how Huble helped GfK redefine their global marketing efforts using the HubSpot platform.

Marketing Strategy & Tech

Inteprefy Case Study

Interprefy

Find out how Huble Digital kickstarted Interprefy’s marketing success by moving them to HubSpot CRM & building an SEO, lead-generating website from scratch.tio

SEO & Paid Media

Marketing Strategy & Tech

The Nav People Case Study

The Nav People

Learn how we supported The NAV | 365 People's marketing team while their manager was away — and improve their marketing results

SEO & Paid Media

Compleat Software Case Study

Compleat

Find out how we consolidated Compleat's four websites into one lead generating website for long-term growth

SEO & Paid Media

Marketing Strategy & Tech

Creative

Website Design & Development

Bond International Software Case Study

Bond International Software

Learn how Huble Digital supported Bond International Software's paid advertising campaigns, improving cost per conversion and delivering a strong ROI.

SEO & Paid Media

Broadbean Case Study

Broadbean

Learn how Huble Digital provided Broadbean Recruitment Software with two days of bespoke HubSpot Consultancy and Salesforce integration support.

Marketing Strategy & Tech

Caseware Case Study

Caseware

Find out how Huble Digital helped Accountancy Software provider CaseWare to launch a B2B content creation programme to drive new leads through its website.

Marketing Strategy & Tech

Sailthru Case Study

Sailthru

The Huble Digital PR team helped to successfully launch Sailthru into the UK

Marketing Strategy & Tech

Travelport Case Study Thumbnail

Travelport

Understand how we helped Travelport deploy large-scale paid media campaigns across various social channels

SEO & Paid Media