How Aira’s PPC team helped leading engineering software provider drive quality leads
27% increase in opportunities from PPC year on year
Quick overview
Paid Media
Delivering an improvement in the quality of leads through a restructuring of their Google Ads Campaigns
Building trust and bringing in new leads for Technia
The Approach
To improve the quality of leads from PPC we first restructured the Google Ads account to better understand the performance and seasonality of TECHNIA’s different products. We could then control the split of budget between them and focus on the products that were best performing. We also connected Google Ads to HubSpot to track the number of opportunities and customers generated by each campaign and keyword.
From there, we proactively paused campaigns and keywords with a high cost per conversion, and updated target CPA in line with recent performance. We then explored new keyword opportunities on a monthly basis to find new ways to capture relevant traffic and gain quality leads.
The Challenge
We’ve worked with Virtual Twin software and services provider, TECHNIA UK, for several years, but in 2024 we refocused our strategy to target quality over quantity in their highly technical and competitive market.
Prior to working together, TECHNIA had little paid media experience. They were looking for a digital marketing partner they could trust to manage their PPC and prioritise and improve the quality of leads coming through.
The Results
While we saw a decrease in contacts by 18% and leads by 13% from PPC in 2024 vs 2023, there was a significant increase in opportunities and customers over the same period. The client received 129 MQLs which is an 8% increase year on year, 27% more opportunities year on year and a 22% increase in customers year on year. All thanks to Aira’s tailored PPC strategy. Result!
