The Google Performance Max Campaign for a Tech SaaS Business





Campaign Overview



Tecz, a SaaS company specialising in innovative tech solutions, sought to generate more leads online and enhance their digital presence. Our strategic PPC campaign utilised Google’s latest AI-driven Performance Max feature, significantly increasing website traffic and generating high-quality leads while maintaining an efficient cost-per-conversion.



The Challenge



Operating in a highly competitive market, Tecz faced challenges such as high cost-per-click (CPC) rates and intense competition for valuable keywords. The goal was to efficiently drive traffic and conversions across various Google channels while managing costs effectively.



The Approach



1. Performance Max Campaign:

•Implemented Google’s AI-driven Performance Max campaign to optimise ad performance across all Google channels, including Search, Display, YouTube, and Gmail.

•Leveraged AI to dynamically adjust bids and targeting, ensuring maximum reach and engagement at competitive costs.

2. Comprehensive Ad Copy Creation:

•Crafted tailored and compelling ad copy for all Google channels to capture the attention of potential leads and drive higher click-through rates (CTR).

•Conducted A/B testing to continuously refine ad messages and improve effectiveness.

3. Landing Page Optimisation:

•Enhanced landing pages to streamline the consumer journey to the call to action (CTA), improving user experience and increasing the likelihood of conversion.

•Focused on faster load times, mobile optimisation, and clear, compelling CTAs.

4. Smart Keyword Targeting:

•Conducted extensive keyword research to identify high-impact keywords relevant to Tecz’s services.

•Targeted a mix of broad and long-tail keywords to capture a diverse and high-intent audience.

5. Budget Management and Bidding Strategy:

•Employed a strategic bidding approach to balance cost-per-click (CPC) with achieving maximum visibility and conversions.

•Utilised real-time bid adjustments to remain competitive and cost-efficient.

6. Conversion Tracking and Analysis:

•Set up comprehensive conversion tracking to measure the effectiveness of the campaign and gather actionable insights.

•Analysed conversion data to refine targeting, ad copy, and bidding strategies continually.



The Results



•13.5K Clicks: Achieved a significant increase in website traffic, indicating effective ad targeting and engagement.

•64 Conversions: Generated a substantial number of high-quality leads, demonstrating the campaign’s success.

•$231 Cost per Conversion: Maintained an efficient cost-per-conversion, ensuring that each lead generated was valuable and likely to bring a return greater than the acquisition cost.

•$14.8K Total Cost: Managed the campaign budget effectively, maximising conversions and visibility while ensuring a strong ROI.



By using PPC and Google’s Performance Max campaigns and focusing on targeted ad copy, landing page optimisation, and smart keyword strategies,we navigated the competitive market and high CPC challenges. This comprehensive approach not only drove substantial traffic but also ensured each lead was cost-effective, contributing to a strong return on investment and long-term business growth.