Paid Media
Driving Revenue Growth Through Paid Search for a Compliance Services Provider
With over 20 years of expertise, a recognized leader in providing regulatory compliance solutions for the life sciences industry partnered with Marcel Digital, a Google Premier Partner, to launch precision-targeted paid search campaigns designed to attract high-quality, qualified leads to enhance their sales pipeline.
The Challenge
Broad search terms like “medical device testing” were generating leads, but not the right ones. Many inquiries did not match the company’s ideal customer profile (ICP), making the sales process inefficient and slowing down pipeline progression. The company needed to shift from simply generating “qualified” leads to attracting high-quality, highly relevant prospects - buyers actively searching for specific compliance solutions and more likely to move deeper into the sales funnel. To achieve this, Marcel Digital and the client needed a more refined, intent-driven strategy targeting conversion-ready searches within the life sciences sector.
Lead Volume Without Lead Quality
While broad keywords delivered traffic and form fills, many of those leads were not aligned with the ICP, creating friction for the sales team.
Misalignment Between Search Intent and Ideal Buyers
General queries attracted early-stage researchers and low-fit prospects rather than compliance-driven buyers seeking specialized solutions.
Need for a More Targeted, Conversion-Ready Strategy
To support a more efficient sales process, the company needed to focus on deeper-funnel, compliance-focused searches tied to real purchasing intent.
The Analysis
Marcel Digital began by analyzing the client’s existing lead and revenue data to determine which products, services, and industries generated the strongest sales outcomes. At the same time, we evaluated keyword performance to identify terms that consistently attracted low-quality leads. This insights-driven discovery phase revealed clear opportunities to refine targeting and align paid search efforts more closely with high-value buyer intent.
Understanding Lead Quality & Ideal Industries
By reviewing past conversions, we identified which industries and business types delivered the highest revenue and best alignment with the company’s offerings. This clarified where future efforts should be concentrated to attract more ICP-aligned prospects.
Evaluating Keyword Effectiveness & Budget Waste
A detailed keyword audit highlighted which search terms were producing qualified leads and which were draining budget without meaningful return. This allowed us to focus on terms that reflected deeper compliance needs and eliminate those attracting low-fit inquiries.
Developing a More Targeted, Intent-Driven Keyword Framework
Using these insights, we crafted a refined strategy centered around industry-specific, process-oriented, software-related, and geographically relevant keywords. This included terms tied to validation workflows, compliance requirements, testing/QA processes, and high-opportunity regions, forming the foundation for a detailed paid search roadmap and ongoing optimization plan.
The Solution
Marcel Digital partnered closely with the client to develop a tailored paid search strategy focused on driving only the most qualified, conversion-ready prospects. By concentrating on core services aligned with their ideal customer profile (ICP), the strategy ensured paid media efforts were optimized for relevance, intent, and efficiency.
Creating Campaigns Around High-Intent Compliance Services
We built tightly focused campaigns around key offerings such as 21 CFR compliance, FDA validation, and NetSuite validation - services closely tied to high-value buyers in the life sciences sector. This allowed the campaigns to reach users actively searching for specialized regulatory and compliance solutions.
Refining Traffic With Strategic Negative Keyword Filtering
To reduce wasted spend and eliminate low-quality leads, we implemented a comprehensive negative keyword strategy. This protected the budget from irrelevant searches and ensured ads only appeared for queries aligned with true compliance and validation needs.
Optimizing Landing Pages for Better Conversions
Landing pages were optimized to align with search intent, improving quality scores and increasing conversion rates. We also leveraged the martech stack to enhance tracking accuracy, enabling better attribution and continual performance optimization.
The Results
The refined keyword targeting, negative keyword filtering, and landing page optimization produced rapid and substantial improvements. In just two months, the company saw dramatic growth in both conversion volume and revenue driven by paid search.
108% Increase in Paid Search Conversions
The shift toward high-intent, compliance-focused keywords doubled conversion volume, proving the effectiveness of the more targeted approach.
$203,000 in Additional Revenue Generated
The optimized campaigns attracted qualified, sales-ready prospects, driving more than $203K in new revenue directly attributed to paid search efforts.
Sustained Growth Through Continuous Optimization
Ongoing adjustments, including improved geotargeting, refreshed keywords, and refined ad copy, further strengthened performance, positioning the company for long-term sales growth and continued lead quality improvements.
