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A PRECISON-LED PPC STRATEGY WITH BIG RETURNS
●DIGITAL MARKETING
● GOOGLE PPC
An integrated search, display, and retargeting approach that built pipeline confidence, improved lead quality, and delivered 180% ROI for a new market entrant.
THE CHALLENGE
The business was a new and largely unrecognised brand in a competitive B2B financial services market, with a long sales cycle and ambitious growth targets in specific sectors. PPC needed to generate consistent, high-quality leads to supplement the sales team while building credibility over time.
The key challenge was balancing short-term lead generation with longer-term trust-building, while proving campaign effectiveness to stakeholders despite delayed revenue realisation.
DAILY OPTIMISATION & FUNNEL INTEGRATION
Following in-depth keyword analysis, the campaign was built around multiple search and display strands, each targeting distinct customer problems, benefits, and service propositions.
With low brand recognition, the strategy combined soft-touch, funnel-led messaging with structured retargeting to build familiarity and intent over time.
DATA-LED OPTIMISATION
Daily monitoring and optimisation were central to performance. Keywords, ads, and budgets were reviewed continuously to double down on high-performing search terms, pause underperforming activity, and improve efficiency.
As performance data matured, the campaign structure was consolidated from ten individual campaigns down to three high-performing ones, without sacrificing reach or relevance.
SCORING & NURTURING LEADS
To address the long sales cycle, pipeline reporting and lead quality scoring tools were introduced, giving sales and marketing a shared view of lead intent and enabling fast feedback loops once prospects were contacted.
PPC was later combined with social advertising at key funnel stages, reinforcing value propositions across channels. Lead nurturing was layered in as a follow-on project, creating an integrated acquisition-to-conversion journey.
UNDERSTANDING THE FUNNEL
The majority of the target audience was placed at the top of the funnel, meaning that content needed to be shaped for awareness considering conversions.
THE STORY OF SUCCESS
180%
CAMPAIGN
ROI
22%
IMPROVED CONVERSION RATE
~£800K
NEW REVENUE
GENERATED
KEY LEARNINGS
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Daily optimisation is critical in high-value B2B PPC, especially for new brands
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Funnel-led PPC combined with retargeting builds trust before intent fully forms
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Strong pipeline and lead quality reporting sustains stakeholder confidence in long sales cycles
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Search and social work best together when reinforcing the same value story at different stages