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Key Objectives:
- Increase Lead Generation (RADs) through targeted campaigns.
- Optimize Campaign spend to ensure maximum ROI.
- Improve Conversion Metrics across different channels and ad types.
- Enhance Brand Visibility by leveraging multi-channel advertising.
Campaign Breakdown (January – March 2025)
1. Paid Search & Social Ads Performance
Hubilo's campaigns across Google, LinkedIn, and Meta platforms contributed significantly to their lead generation. Here are the highlights from each channel:
Google Ads Performance:
- January: 1 RAD generated from the branded paid search campaign at a Cost per RAD (CPR) of $764.93.
- February: 5 RADs from the branded paid search campaign at a CPR of $193.44.
- March: 9 RADs from the branded paid search campaign with a CPR of $103.71, improving cost-efficiency significantly.
LinkedIn Ads Performance:
- January: 1 RAD generated from the LinkedIn awareness campaign with a Cost per Lead (CPL) of $417.10.
- February: CTR was 0.59%, with campaigns generating low-cost leads and optimizing targeting.
- March: Improved CTR of 5.62% with 543 clicks and 9,663 impressions. Lead generation was more cost-effective with 7 RADs at a CPL of $276.66.
Meta Ads (Facebook/Instagram) Performance:
- January: 1 RAD generated from Meta at a CPL of $286.57.
- February: 6 RADs generated at a CPL of $286.57, with continued focus on remarketing campaigns.
- March: Meta's lead generation continued to show growth, with 52 eBook downloads and a cost per lead (CPL) of $33.07.
2. Lead Generation and Sales Accepted Leads (SALs)
Hubilo's marketing operations also focused on improving the quality of leads (Sales Accepted Leads or SALs). Here’s how the campaigns performed across three months:
3. Budget vs. Spend Overview
Hubilo maintained a balanced ad spend strategy across platforms. Here’s a summary of how the budget was allocated and spent in each month.
4. CTR Performance
CTR (Click-Through Rate) is a primary indicator of ad effectiveness. The following graph showcases the CTR for Google Ads, LinkedIn, and Meta across the months:
Challenges and Optimization Strategies
- Increasing Competition in Paid Search: As the competition increased, particularly in branded and competitor campaigns (like ON24), there were slight fluctuations in impressions and CTR. Adjusting bid strategies and focusing on high-performing keywords like "on24 competitors" and "Goldcast" helped Hubilo maintain its position.
- Creative Testing: The success of video ads and thought leadership content in March significantly boosted engagement, increasing CTR on LinkedIn from 0.59% in January to 5.62% in March.
- Budget Adjustments: In March, Hubilo overspent their budget in certain campaigns, such as Google Ads, but this led to improved SALs and overall higher conversions, especially with paid search and competitor targeting campaigns.
Conclusion
Hubilo's collaboration with us for paid ads and marketing operations resulted in:
- Increased Lead Generation: A consistent rise in RADs and SALs, especially in February and March.
- Optimized Spend: Effective allocation of budgets, focusing on high-ROI platforms like Google and LinkedIn.
- Improved Campaign Performance: Focused on competitor campaigns and creative testing led to better engagement metrics, reflected in CTR improvements.
