Paid Media
Driving SQL Growth Through Revenue-Focused Paid Search for a Global Logistics Provider
A global leader in supply chain solutions, specializing in freight forwarding and white glove delivery, partnered with Marcel Digital to refine their paid search strategy and maximize Sales Qualified Lead (SQL) generation by focusing on high-performing campaigns.
The Challenge
The organization needed a more precise and efficient approach to paid search. While their digital marketing efforts were driving leads, they lacked clear visibility into which campaigns were converting into SQLs and, more importantly, closed business.
Key challenges included:
Attribution Gaps in the Martech Stack
Fragmented CRM data made it difficult to track leads from initial engagement through to revenue generation.
Inefficient Budget Allocation
Paid search campaigns were broadly targeted, leading to unnecessary ad spend on low-converting traffic.
Lack of Revenue-Driven Insights
Without clear keyword and audience segmentation, the marketing team struggled to prioritize high-value prospects within their Ideal Customer Profile (ICP).
The Analysis
Marcel Digital partnered with the organization to transform its paid search strategy, ensuring every advertising dollar was tied to sales growth. The focus was on optimizing the martech stack, refining audience targeting, and leveraging data to maximize SQL generation.
Leveraging CRM Data to Identify What Actually Drives Revenue
We conducted a deep audit of CRM data to track lead progression from first touch to closed deal. The analysis revealed that only two campaigns were consistently producing high-quality SQLs. As a result, we reallocated 100% of the paid search budget to these top performers and eliminated wasted spend on underperforming campaigns.
Building Targeted Search Campaigns Around High-Intent Queries
The keyword strategy was refined to focus on high-intent searches aligned with the ICP and buyer journey. Bidding strategies were adjusted to maximize cost efficiency while increasing SQL conversion rates. Removing low-performing campaigns reduced overall lead volume but dramatically improved lead quality.
Aligning Paid Media With True Business Outcomes
Rather than optimizing for clicks or low-value leads, we aligned all paid efforts with revenue goals. The optimization framework emphasized SQL generation, efficiency, and strategic targeting, ensuring paid search supported sales, not just marketing metrics.
The Results
The impact of these strategic changes was immediate and measurable:
144% increase in SQLs
in Q4 compared to Q3
22% reduction in cost-per-SQL
leading to higher marketing ROI
100% of closed business
from paid search is now generated by just two optimized campaigns
The Conclusion
By leveraging advanced CRM analytics, martech stack optimization, and highly targeted paid search strategies, the organization transformed its lead generation approach. The key to success was focusing on high-value campaigns and aligning every marketing dollar with revenue outcomes.
Ongoing optimization, including regular CRM audits, keyword refinement, and bidding strategy adjustments, will continue to drive scalable growth and sustained success in SQL generation.
