Engineering Clicks For Clade
Launching a targeted paid search campaign that kick-started lead generation for commercial heat pump inquiries.
Clade Engineering is an industry-leading heat pump & refrigeration solutions manufacturer.
The Scope
Clade Engineering were looking to make waves in the emerging heat pump industry and establish themselves as an authority in the space. With the launch of a new website they were keen to test paid search advertising to generate new sales opportunities for their industry-leading commercial heat pumps.
Clade Engineering operates in an emerging industry, meaning that it is challenging to understand the best target keywords which hold real commercial intent, aswell as very few competitors in the space to analyse for more insights. Therefore we were required to learn about the topic and products at a deep-level to be able to develop a target keyword list for our paid advertising campaigns.
Our initial strategy was based on gathering key data to show us what keywords were most valuable in driving conversions. With this data in hand we were able to develop and expand the paid search advertising account to target other Clade Engineering products and services. At the core of this strategy was the set up of accurate website conversion tracking to validate our strategy.
We analysed the Clade Engineering product and service offering to understand what potential customers may be searching in Google to find commercial heat pump suppliers. This involved breaking down our keyword research by the user intent, and identifying whether users were early in their heat pump research journey or were closer to making a purchase.
Implementing accurate conversion tracking on the new Clade Engineering website allowed us to see how our paid campaigns were performing and allowed us to make informed improvements. With an understanding of the business sales cycle we were able to take the value of each type of conversion into account when optimising the campaigns.
After collecting a reliable amount of data we began increasing the ad spend by introducing more budget to high-performing campaigns and launching new campaigns for other products and services.
We carefully monitored budgets and bidding strategies before enabling smart bidding strategies that helped improve overall campaign performance but most notably the cost per conversion.
Conducting strategy reviews and account audits on a regular basis helped to keep our goals in focus by developing new strategies where we saw opportunities.
