The brief

 

Hicomply is a UK-based company that offers businesses SaaS (software-as-a-service) security solutions to manage cyber risk and accelerate growth. In September 2022, Hicomply asked Search Laboratory’s PPC experts to improve conversions and sales success for the brand.

Objectives included increasing:

  • The number of contacts and qualified leads from businesses using HubSpot
  • Onsite conversions for newsletter sign-ups, contact form submissions, and visits to pricing pages
  • The number of sign-ups to demo their security platform

With these priorities in mind, our PPC team developed a plan to resolve these issues.

600%

more qualified leads in Q3 '23 than Q3 '22

835%

increase in CVR

742%

increase in Google Ads CVR

67%

decrease in CPA from HubSpot contacts

Running into the same issues with your paid media strategy?Contact us today to discuss improvements

Identifying the issues

 

In line with best practice, our PPC team began by conducting a full audit of Hicomply’s PPC account. This review included campaign strategy, conversion tracking and recording, and actioning any immediate repairs. The data and insights from this audit then outlined the key areas that needed addressing to achieve Hicomply’s desired results.

One of the key findings was that the market in which Hicomply operates is highly contentious. This healthy competition results in a high cost-per-click. Additionally, some PPC media spending was invested in lower-performing campaigns, with ads shown to less relevant users with a lower chance of conversion. As a result, personal and spam email addresses accounted for many incoming contacts, increasing time spent qualifying prospects from less relevant businesses.

Developing a customized strategy

 

After discovering these pain points, our PPC team developed an effective digital strategy for Hicomply.

The first task was to review search terms. Since many targeted search terms focused on irrelevant, informational keywords rather than commercial terms, the PPC traffic was not converting at the required levels and brought in uninformed contacts outside Hicomply’s desired audience.

Along with refining the search term strategy, the PPC team rewrote ad copy for Hicomply’s campaigns in Google Ads. These changes ensured that Google Ads reflected user search queries more closely and that Hicomply had a better chance of improving click-through rates for their target audience.

Audience targeting was expanded and overlayed across key PPC campaigns to increase the reach of ads, resulting in better-quality traffic that was more in line with Hicomply’s ideal customer base, fed through to the sales team via HubSpot.

 

 

Our team also overhauled the budget strategy to ensure that Hicomply directed spending to initiatives with the most substantial chance of conversion. The change directed users away from poor-quality campaigns that historically had driven high traffic volumes. 

Another suggestion involved the implementation of bot-blocking software. This technology blocks spam users from clicking on ads, reducing waste and improving budget efficiency.

Our team also created a detailed Google Looker Studio report to provide a shared view of PPC spend, assets, and metrics. The report highlights the best-performing assets, aggregates PPC results, and lists the most effective ad headlines from competitors to repurpose and inform the strategy.

The results

 

After twelve months of collaboration, comparing numbers from Q3 2022 to Q3 2023, our PPC audit and cleaning up Hicomply’s Ads account led to some fantastic results!

Between October and December 2023, HubSpot contacts and leads generated from PPC hit their highest-ever amount.

Following the PPC team’s success, Hicomply enlisted our SEO and Analytics and Data Science teams to continue supporting PPC in their efforts. Combining each team’s expertise has developed a fully integrated digital strategy that will further enhance Hicomply’s results and efficiencies.

600%

more qualified leads in Q3 '23 than Q3 '22

835%

increase in CVR

742%

increase in Google Ads CVR

67%

reduction in CPA from HubSpot contacts

Do you want to upgrade your PPC strategy?Contact us to achieve great results

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