Güntner, a global leader in refrigeration and climate control solutions, was looking to enhance brand visibility, generate high-quality leads, and optimize cost-efficiency in their paid media strategy. With a competitive edge in the industrial refrigeration and HVAC markets, Güntner sought a more targeted approach to ensure their marketing efforts aligned with their business objectives.
Why did we start the project?
The Challenge
Güntner faced a significant challenge in balancing lead quality and advertising spend. Their previous efforts in paid media resulted in the following hurdles:
- High Cost-per-Lead (CPL): Their CPL was negatively impacting ROI, reducing the overall effectiveness of their campaigns.
- Limited Ad Engagement: Broad targeting led to inefficient ad engagement, diluting their ability to attract the right decision-makers.
- Competitive Market: The highly competitive landscape required a more refined targeting approach and strategic budget allocation to ensure that resources were being spent efficiently.
How Marcel Digital Helped
The Solution
To drive measurable results, Marcel Digital implemented a comprehensive, data-driven paid media strategy aimed at optimizing their martech stack and ensuring alignment with their ideal customer profile.
Search & Display Optimization
- We implemented targeted bidding strategies to improve lead quality while reducing CPL.
- By analyzing performance across channels, we reallocated spend to high-performing platforms with the strongest conversion potential, maximizing cost-efficiency.
- Optimized ad copy and landing pages to better align with the buyer's journey, ensuring relevance and stronger conversion rates
Audience Refinement & Retargeting
- Conducted in-depth competitive keyword analysis to identify high-intent search terms and ensure that we were capturing leads actively looking for refrigeration and HVAC solutions.
- Focused LinkedIn ad efforts on key decision-makers and influencers within the industrial refrigeration and climate control sectors, honing in on prospects that matched Güntner’s ideal customer profile.
- Launched retargeting campaigns that re-engaged high-value prospects, driving them further down the sales funnel.
Creative & Messaging Enhancements for Targeted Engagement:
- Developed compelling, industry-specific ad creative that resonated with decision-makers in the HVAC and refrigeration industries.
- A/B tested various ad formats and messaging to optimize engagement and conversions.
- Leveraged LinkedIn and programmatic display ads to maximize visibility among key industry stakeholders, ensuring the message reached the right audience at the right time.
What Happened After Launch?
The Results
After implementing this data-driven paid media strategy, Güntner experienced the following significant improvements over the course of one year:
- 70% increase in lead volume: By refining targeting and messaging, the conversion rate on form fills rose from 1% to 3%.
- 25% reduction in Cost-per-Lead: Through consistent optimization of in-platform strategies, CPL decreased from $400 to $300, improving ROI.
- Stronger LinkedIn engagement: Targeted efforts resulted in increased engagement with key decision-makers and influencers in the HVAC and refrigeration sectors.
- Improved Conversion Rates: Optimized targeting and strategic ad copy enhancements led to higher-quality leads and stronger conversion rates.
By leveraging strategic insights, audience segmentation, and advanced targeting, Marcel Digital helped Güntner achieve a balanced approach to lead generation and marketing cost-efficiency. Through ongoing optimization and audience refinement, Güntner is now positioned for continued success in their industry.
Key Results and Takeaways
The Conclusion
Through a combination of digital transformation, paid media optimization, and sales enablement strategies, Marcel Digital empowered Güntner to not only achieve short-term success but also build a scalable model for future growth. By integrating data-driven tactics with an emphasis on their ideal customer profile, we were able to maximize both performance and budget efficiency.
Looking to optimize your paid media strategy? Contact Marcel Digital today to discover how we can help you generate high-quality leads and drive measurable results for your business.
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