Copia Automation: paid search and social
Copia's paid channels converted well, but too many of the leads were outside its new customer profile.
- 47%of LinkedIn leads were at manager level or above after three months, up from 29%. These are shares of leads; the case study gives no lead counts.
- 26%increase in marketing-qualified leads.
- 13%increase in conversion rate.
LeadScale ran the client's paid search and social campaigns, with every lead checked before it reached the CRM.
Copia Automation wanted its Google and LinkedIn campaigns to reach more people who fitted its new customer profile. LeadScale audited both accounts, agreed an action plan with Copia and took over management. After three months, managers and higher-level roles accounted for 47% of LinkedIn leads, compared with 29% before.
Good conversion, wrong people
Copia Automation sells a cloud-based industrial DevOps platform. It had a new ideal customer profile, weighted towards managers and higher-level decision-makers, but its paid channels were bringing in many people outside that profile.
The conversion rate was already high. The problem was the mix of people converting. Copia wanted its Google paid search and LinkedIn paid social activity to reflect the new audience during a pilot engagement.
There was a second requirement. The channels also built awareness across different levels of the target companies. Copia wanted to reach more decision-makers without abandoning that wider audience.
Audit first, then run both accounts
- Audit the activity. LeadScale reviewed the six months of Google and LinkedIn activity before March 2024. The recommendations covered account best practice, targeting, budget and creative.
- Agree the plan. Copia approved the audit and action plan. LeadScale's paid search and paid social team then took over management of both accounts.
- Make the first changes. The team updated bidding strategies, paused underperforming creatives and keywords, and checked that the target audience was defined correctly.
- Shift the targeting. A new strategy moved the focus towards managers and higher-level decision-makers, with new content for that audience.
- Keep adjusting. LeadScale made continuing changes to the accounts, supported by weekly calls and fortnightly and monthly reporting.
The engagement ran from March to May 2024. The audit provided the starting point; reporting informed subsequent changes to keywords, audiences and creative.
A different mix of people responding
On LinkedIn, the share of leads at manager level or above rose from 29% to 47% after three months. The other group, labelled individual contributors and senior titles in the case study, fell from 71% to 53%. Those people remained part of the audience, while managers and higher-level roles made up a larger share of responses.
The reported results came with an increased budget.
The case study also reports that conversion rate was up 13%.
Copia's HubSpot records showed eight paid-search opportunities between March and May 2024, compared with six between January and February. Those are three months against two, not a like-for-like rate comparison.
The services behind the work
Our paid search and PPC service page explains the work on bidding, keywords and ads behind the Google side of this engagement. The paid social service covers audience targeting and campaign management for the LinkedIn side. We also build LinkedIn audiences from verified leads and target accounts.
More case studies
- The CRM company case study explains how introducing vetted publishers alongside existing partners helped reduce cost per lead.
- The Everest case study shows how checking phone numbers on an enquiry form helped its contact centre reach people who had made a typing mistake.
Converting well, but reaching the wrong people?
Tell us who your campaigns need to reach and who is responding today.