PPC: Audience Messaging & Strategy Scaled Leads 250%
Through a refined audience and messaging strategy, (un)Common Logic's PPC experts helped All Covered scale leads by 250% and cut cost-per-lead by 79%.
This client offers a range of managed IT services, including ongoing support, security audits, device procurement, and more. When we began our PPC engagement with the client, they were in the process of rebranding the entire company: building a website, onboarding tools/technology, hiring sales and marketing teams, and defining their ideal customer. Qualified lead volume leading to high-value deals was a top priority.
(un)Common Logic refined audience targeting by focusing on job titles with strong conversion potential, job skills, and member groups. We tested various channels to drive both top-of-funnel awareness and bottom-of-funnel audiences. Our team rigorously experimented with multiple asset types, landing pages, and audience segments to refine the approach and identify a winning formula. Through iterative testing, LinkedIn emerged as the strongest ROI-driving channel, delivering sustained results.
Ad creative testing, including single-image vs. document vs. lead gen vs. Carousel ads, revealed lead gen ads as the clear winner in lead volume and CPL. By consistently refining audiences and campaigns, we improved lead quality and sustained results on a lean budget.
(un)Common Logic helped All Covered grow total leads from 20 to 75 between Q3 and Q4—a 250% increase—while cutting cost-per-lead by 79%. This growth came alongside a 26% decrease in spend, powered by strategic ad copy testing, new ad formats, and a focus on maximizing high-performing assets. To improve lead quality without sacrificing volume, (un)Common Logic enhanced lead forms with qualifying fields like phone number and company demographics. Despite these added filters, precise targeting and continued ad optimizations strengthened the sales opportunity pipeline and kept lead growth on track.
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