We would love to discuss how we can support your objectives.
Overview
This case study focuses on our client who is a leading provider of background checks serving individuals and businesses of all sizes. This is their journey to shift from a volume-based to a profit-driven marketing approach. By leveraging Google Ads tools and strategies, Triton successfully overcame its challenges and achieved significant revenue and profit growth.
Location
Canada
Client
National Technology Company
The Opportunity
Our client had the potential to reach more customers, increase sales and improve profitability across all regions in Canada. However, limited tracking on deeper funnel conversions made it difficult to assess performance and scale budgets. Furthermore, inefficient budget allocation leads to suboptimal performance.
Optimize goal achievement
Increase tracking on deeper funnel conversions to readily assess performance and scale budgets.
Maximize efficiency and performance
Align Budgets and leverage resource allocation for maximum efficiency and performance.
Enhance scalability
Overcome scaling limitations to drive more revenue and improve profitability across all regions in Canada.
The Plan
Implement Enhanced Conversions
Enabled a shift to a new conversion goal that captured dynamic conversion value
Expand Power Pair
Launching a Performance Max campaign and expanding Broad Match Keywords helped expand Triton’s coverage of profitable auctions.
Agile Budget Allocation
Allocating more budget to campaigns that over-achieved ROAS targets helped to maximize returns.
The Results
Overall, the results indicate that the implemented solutions were successful in addressing Triton’s challenges and driving significant improvements in their lead generation performance.
- 67%Year-Over-Year Revenue Increase
- 56%Average Monthly Revenue Increase
- 33%Year-Over-Year Increased Profitability
- Our work on this client won us a Google Ads Award in 2024 for Best in AI Mid-Market
Key Messages
Get ready
Understand your profitability by mapping your lead to sale journey and sharing your first party data (e.g. Customer Match, Enhanced Conversions) to optimize towards your most valuable customers.
Maximize results
Leverage Google’s AI powered campaigns (e.g. Broad Match, Performance Max, Demand Gen) to maximize profitable sales across the full funnel.
Stay agile
Follow consumer demand, particularly over the volatile Q4 & Q1 period, to capture all profitable sales (e.g. uncapped budgets within CPA or ROAS target) and flex bids to drive business results.
What’s Next?
- Continued growth in Google Ads investment to continue to build on success.
- Deployment of more Performance Max & Broad Match powered campaigns to further optimize marketing efforts.
Overall, this case study demonstrates the power of shifting from a volume-based to a profit-driven marketing approach. By leveraging Google Ads tools and strategies, Triton successfully overcame its challenges and achieved significant revenue and profit growth.
Do you have an upcoming project?
Freshly Released
Visit our Leaders Library, our library for sales and marketing leaders that includes news, valuable information, and resources about digital marketing, sales enablement, data management and analysis.
