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Capturing fresh leads with PPC and social
A developer of paper coating technologies beats its lead generation goals with a PPC and organic social media campaign built on precise targeting.
Capturing fresh leads with PPC and social
A developer of paper coating technologies beats its lead generation goals with a PPC and organic social media campaign built on precise targeting.
Ask
Our client needed to generate leads and awareness of its suite of technologies, which are designed to empower formulators to create recyclable and repulpable paper packaging. The goal was to net at least five marketing leads from a simultaneously run pay-per-click (PPC) and organic social media campaign.
Solution
Following thorough discovery sessions with the client, we planned the campaign to target their desired audience of coating formulators and packaging manufacturers within North America. Both campaigns shared a mix of promotional and educational content about the client’s unique product formulation system. A key part of the strategy was to maintain specificity in the targeting parameters without getting overly granular, which would risk excluding potentially valid leads.
The PPC portion of the campaign ran on Google Ads, Twitter (now X), and LinkedIn. With strong clickthrough rates and highly specific keywords, the Google search and display ads proved successful in targeting for distinct search intent. Even more effective were LinkedIn's account-based marketing (ABM) capabilities, which allowed us to identify specific companies and job titles, review our audience demographics, and exclude targeting criteria for better campaign optimization.
With continuous monitoring and analysis, our PPC team progressively refined the campaign as its results revealed more about the audience’s profile and search habits.
The organic social media portion of the campaign ran on Twitter and LinkedIn for about five months. Its top-performing posts featured eye-catching imagery, with the highest engagement rate at 18%. The social campaign garnered over 31,200 impressions and 1,960 engagements across both platforms combined.
With a total of seven marketing leads, we exceeded the initial goal and came away with a wealth of learnings to improve future campaigns. The campaign concluded with a report detailing our insights and recommendations.
