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Previous Supporting growth with compelling content. Up Next A B2B e-commerce site with fluid UX.

Giving PPC a fresh focus

A provider of noise and retaining wall systems repositions its PPC campaign to maximize marketing conversions and quotes.

The Client Durisol

Deliverables Pay-Per-Click (PPC) Campaign

Giving PPC a fresh focus

A provider of noise and retaining wall systems repositions its PPC campaign to maximize marketing conversions and quotes.

The Client Durisol

Deliverables Pay-Per-Click (PPC) Campaign

Ask

Ekho Infrastructure Solutions has been working with Motum B2B to grow and optimize its PPC campaigns for Durisol, its brand of noise and retaining wall systems. After implementing some improvements in the number of marketing-qualified leads coming through the site, we shifted focus to ROI to determine which marketing leads were coming from organic search and which were PPC efforts.

Solution

Given the complexity of a customer’s journey, the number of touchpoints needed to convert a sale, and knowing that Google and Microsoft Ads were part of that journey, we enhanced our attribution modelling, leveraged website analytics, and combined CMS data with conversion path analysis to maximize PPC efforts.

When looking at Google Analytics, we saw that PPC was likely the first and only touchpoint in a marketing conversion journey or the last touchpoint in a customer’s journey before they convert, showing the integral role PPC plays in determining ROI.

By connecting leads that had PPC as part of a marketing journey, we laid the groundwork to determine the value PPC was bringing to Durisol’s marketing efforts. Having a transparent relationship with Durisol was also important, and we were able to combine our PPC information with Durisol's project estimates to determine the ROI.

Thanks to PPC campaigns in 2023, 31% of Durisol's leads came from Google and Microsoft Ads. Of those, 36% were qualified marketing conversions with 13% turning into quotes. As a result, Durisol's PPC efforts garnered an ROI of 132:1, meaning Durisol earned $132 for every dollar spent on PPC.

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