A Strategic Approach to Quality Scores Drives B2B & B2C Lead Gen Success
An industry-leading home services company was seeking a new performance marketing agency to run their Google paid search ads campaigns. The company approached Adlucent to manage its lead generation campaigns for its B2B and B2C accounts and provide above-and-beyond results.
How Adlucent Helped
During the onboarding process, Adlucent quickly identified opportunities for optimization by enhancing the client’s Quality Scores. The team focused on boosting the performance of top-performing keywords and improving keywords that had the potential to be top performers.
Adlucent conducted comprehensive audits of the client’s accounts, allowing the team to pinpoint the areas with the most significant potential for improvement. With these audits as the foundation, the team focused on improving Ad Relevance and expected Click-Through Rates (CTR). Adlucent crafted new responsive search ads (RSAs) tailored for each subgroup to incorporate top-converting keywords with lower-quality scores. The top priority was to refresh the existing ad copy to reflect a more cohesive user experience from search, to ad click, to conversion.
Adlucent also partnered with the client’s development team to improve their landing page experience rankings by adding underperforming keywords to their landing pages to optimize the scores further and ensure the client achieved breakthrough performance.
As a result of Adlucent’s paid search Quality Score strategy optimizations, the client immediately saw performance improvements after the changes in Q4 of 2022.
On one of the client’s B2B accounts, “below average” scores dropped by 43%, “average” scores increased by 20%, and “above average” scores increased by a whopping 436%. In addition, the account’s CTR improved by 13% thanks to the higher ad relevance scores.
For one of its B2C non-brand accounts, the client also saw increased performance across their paid search Google Ads thanks to Adlucent’s ad relevance improvements. On this account, “below average” scores dropped by 14%, “Average” scores increased by 43%, and “above average” scores increased by 100% after implementing updated RSA copy and introducing dynamic keyword insertion. The account’s cost-per-clicks also decreased by 34%, while cost-per-actions dropped by 18% and increased lead volume by 66%.
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.