CIVCO

Improved CPC Rates & Lead Generation from Digital Ads

Industries

B2B, Healthcare / Medical Device

Project Overview

As CIVCO Medical Solutions works to provide medical imaging equipment and technology to physicians, clinicians, and hospitals around the globe, they needed help connecting with key decision makers digitally to improve new lead conversions.

CIVCO wanted to connect with its target audience and promote their new product lines, using Google Ads and LinkedIn Ads.
A Pay Per Click strategy needed to be designed and implemented to improve lead conversions across ad campaigns while keeping costs low.

Challenge

Client was working on a limited PPC budget and needed help improving a current ad campaign for ASTRA—their product line of automated, high-level disinfection systems used to disinfect and sterilize endovaginal, endorectal, and transesophageal (TEE) ultrasound probes.

Services

Strategy
Content Creation
Search Engine Marketing

Solution

By revisiting the current ad campaign and performing an in-depth analysis of daily impressions and user engagement, we discovered that a bulk of the ads’ conversion rates were coming from branded terms that were higher in competition.

By removing the branded search to its own campaign, we could decrease the amount of spend the client was paying on branded terms and push more budget into the non-branded keywords for our campaign.

Selecting relevant keywords that were low in competition and high in monthly search volume allowed us to significantly decrease spend while generating more leads from customers searching for those key-terms.