Driving a £2 million Pipeline With Smart PPC Campaigns for a Global SaaS Cyber Brand
Our client, a global cybersecurity company specialising in app shielding software, was looking for a proactive partner who could help drive lead generation, reduce wasted spend, and uncover new growth opportunities through PPC.
The challenge: Beyond optimisation, towards real pipeline growth
The client was looking for a hands-on agency that would take the time to understand their business and collaborate closely with both sales and marketing.
They had multiple ad campaigns running at the time, but there were opportunities for a more cohesive strategy, targeted messaging, and a clear roadmap for long-term performance improvement. For results to be delivered at scale, ongoing refinement and close alignment with business goals would also be needed.
The strategy: Collaboration, clarity and continuous improvement
We delivered an evergreen campaign restructure and established a close, ongoing partnership with the client’s internal teams to build a strategy focused on sustained growth. Our approach allowed us to review, reflect and refine regularly, ensuring that targeting, messaging and performance were always improving.
Key steps included:
1. Technical onboarding and audit
We began by auditing existing campaigns, gaining access to assets and identifying immediate opportunities for improvement. This gave us a clear starting point and visibility on historic performance.
2. Strategic workshops and alignment
We ran collaborative sessions with the client’s sales and marketing teams to align goals, review messaging, and identify the ideal customer profile.
3. Campaign restructure and forecasting
We implemented a full campaign restructure, guided by keyword research, forecasting and competitive analysis. New campaigns were tailored to different funnel stages and international audiences.
4. Creative and landing page optimisation
Ad copy was updated to better reflect the client’s value proposition. Landing pages were refined to improve user experience and maximise conversion opportunities.
5. Ongoing campaign management
We took over daily maintenance of campaigns, handled manual bidding, implemented negative keywords, and reviewed lead quality weekly.
6. Strategic growth development
We supported the client’s internal team with ideas for new campaigns, industry-specific messaging, and testing plans for the next phase of growth.
Results: A high-performing, collaborative PPC engine
Over just 9 months in 2024, our work delivered:
- 35% increase in leads
- 40% reduction in media spend costs
- £2million pipeline (with £1million still in active discovery and validation
- 1,183 leads and 343 qualified MQLs
- CTR of 9.22% with an average CPC of $2.10
Impact: Partnership that drives commercial outcomes
This relationship is built on collaboration, continuous learning and strategic thinking. Together, we have transformed the client’s PPC activity from a cost centre into a predictable and scalable driver of pipeline revenue.
This is not a static campaign either, but an evolving growth programme shaped by insight, performance data and shared goals.
Get in touch with our specialists today if you’re looking for digital marketing experts to help you drive relevant, meaningful leads with strategic PPC campaigns.