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The Viessmann Group is a German manufacturer of heating and refrigeration systems headquartered in Germany. Our primary responsibility in the project is to manage Viessmann’s Paid Marketing projects, ensuring optimized process management by using the budget accurately and efficiently to increase lead generation.
Increased Our Verified Leads by 122% and Reduced CPL by 72%
Challenges:
Would you like to take your campaigns to another level with a bit of touch?
In the B2B sector, collecting quality forms within a limited budget is critical. In Viessmann, our biggest challenge was to increase the number of leads without losing lead quality while reducing our CPL. Let’s explore together how we achieve this.
The Approach:
Instead of postponing the optimizations that we consider unimportant in Google Ads campaigns, I will talk about a strategy that you can immediately see the effect on performance at the point we make:
1-Spend 30% Less with Ad Time Planning:
While optimizing our Google Ads account, we developed a strategy for ad timing. Instead of spending the same budget at night as during the day, we determined an approach where we focus on daytime hours. Instead of completely stopping our ads at night, we reduced our bid offer by 80% between 12 am and 6 am.
We examined our previous data while deciding on this optimization and reported the hours our users brought in leads. By using our budget correctly during these hours, we achieved more visibility and increased our lead count by 122% without needing an additional budget.
2- Quality Lead with SMS Confirmation in Form:
One of the strategies that played an essential role in the success of our campaign was the SMS confirmation requirement. To minimize the number of forms we did not prioritize, except for the “Wireless Room Thermostat” campaign, we required “SMS Confirmation on Form” in the form process.
We increased the lead quality with SMS verification and optimization. Our Lead 2 OPP value reached 96%.
In this way, we prevented the call centre and dealers from dealing with unnecessary leads, lightened the workload, and achieved satisfactory results for dealers.
3- CR Optimization and Budget Redistribution:
As a first step to increase the number of leads, we checked the conversion rates within the campaign. When we sorted the conversion rates, we determined that Performance Max and search campaigns provided more conversions. As a result of the data we obtained, we updated our strategy based on this data. Our actions were to transfer the budgets of low-conversion campaigns to high ones and reduce the bid offers of low-performing campaigns, respectively.
4- Effective Budget Utilization with Search Term Controls
Every day, we scrutinized the search terms coming into our campaigns. As a result of these checks, we identified which search terms were relevant to our campaigns, then restructured them to ensure that they contained the terms our target audience was searching for.
Hard work always pays
Results:
At the end of the 5th week, our CPL costs decreased by 72%, and our number of leads increased by 122%!
We want to thank Nusret Tümay from the Viessmann team and Büşra Poyraz & Emre Özoğuluntur from the BoostRoas PPC team for their dedicated work and precise results.
