Paid Media
Improving B2B Lead Generation Through Paid Media in Telecommunications
A provider of internet, TV, and phone services to business customers faced challenges in effectively targeting and converting leads through its digital marketing efforts. The company needed a comprehensive strategy to streamline its paid search efforts and maximize lead generation. By optimizing its martech stack, improving landing page experiences, and implementing a robust governance strategy, Marcel Digital helped significantly increase conversions, reduce costs, and drive more qualified leads through its website.
The Challenge
The business division needed a strategic partner to improve digital marketing performance and increase high-quality lead generation through its website. With both B2C and B2B audiences under the same brand, the company faced a critical challenge: ensuring that its business-focused marketing efforts did not compete with its consumer campaigns, which could inflate costs and reduce efficiency. Strong governance across the martech stack was essential to keep efforts aligned while maximizing ROI for the business division.
Competing B2B and B2C Marketing Efforts
Overlapping targeting and keywords risked driving up costs and reducing effectiveness for both divisions.
Need for Governance Across the Martech Ecosystem
The business division required clear structure and oversight to prevent internal competition and improve budget efficiency.
Goal of Increasing High-Quality B2B Leads
The company needed a strategic approach that improved targeting, segmentation, and conversion quality for business prospects.
The Analysis
Marcel Digital conducted a comprehensive audit of the company’s paid search programs, focusing on how business and consumer accounts interacted. Overlapping keywords and targeting structures were causing internal competition, reducing cost efficiency and clouding attribution. This analysis clarified where spend was being wasted and where B2B visibility needed strengthening
Minimizing Keyword Overlap Across Divisions
We identified and corrected areas where consumer and business campaigns competed, improving cost allocation and revenue tracking.
Assessing B2B Landing Page Effectiveness
Landing pages lacked industry-specific messaging and the level of depth decision-makers expect, limiting conversions and lead quality.
Identifying Gaps in ICP Alignment
The website was not effectively aligned with the Ideal Customer Profile, prompting recommendations for content and UX enhancements that would improve qualification and engagement.
The Solution
Marcel Digital implemented a streamlined paid search strategy that clearly separated business and consumer campaigns, ensuring that each division operated efficiently without cannibalizing performance. This structure strengthened targeting, improved lead quality, and maximized budget impact.
Optimizing Account Structure for Clean Segmentation
We reorganized business and consumer accounts to eliminate overlap, enhance targeting accuracy, and reduce competitive bidding within the brand.
Improving CTR and Conversion Rates
Refined bidding strategies, upgraded ad copy, and ongoing performance optimization increased engagement and improved overall conversion efficiency.
Aligning Landing Pages With B2B Buyer Expectations
We collaborated with the internal team to enhance landing page content, UX, and messaging, improving Quality Scores and increasing conversion potential across campaigns.
The Results
The refined governance and paid search strategy produced immediate improvements in digital performance. By aligning campaigns with sales objectives and reducing internal competition, the company significantly increased qualified lead volume and improved key performance indicators year-over-year.
22% Increase in Paid Search Clicks
More qualified traffic flowed through to the website due to improved targeting and optimized campaign structure.
Significant Increase in Web Form Submissions
More business prospects engaged meaningfully with on-site conversion opportunities, boosting lead generation.
21% Lift in Calls From Paid Search Ads & 274% Increase in Website-Tracked Calls
Stronger segmentation and messaging led to dramatic growth in inbound calls from high-intent users, directly supporting the sales team.
