Generating qualified leads while controlling advertising budget is a real challenge. SBA Compta, a digital accounting firm, wanted to optimize its acquisition and maximize its ROI and entrusted this mission to Donutz Digital.
Thanks to an effective digital strategy based on Google Demand Gen, we not only achieved its objectives in record time. Discover how a well-targeted approach and rigorous optimization allowed SBA Compta to increase its number of qualified leads by 311% while significantly reducing its acquisition cost.
Context
SBA Compta, a digital accounting firm, aimed to increase its lead acquisition while optimizing its acquisition cost. Thanks to the implementation of a Google Demand Gen campaign, the company not only achieved its goal in record time but also exceeded its expectations in terms of prospect quality and volume.
Implemented Demand Gen Strategy: a Multi-lever Approach
To meet this challenge, we developed a strategy based on Google Demand Gen, which allows for the distribution of dynamic and engaging ads on high-visibility platforms such as YouTube, Gmail, Google Discover, and the Google Display Network.
Our methodology was structured around three main stages:
1. Advanced Segmentation and Precise Targeting
We implemented an advanced targeting strategy, utilizing multiple lookalike audiences: we based our approach on SBA Compta’s existing clients to identify similar profiles and reach a relevant audience.
Thanks to this fine segmentation, we were able to avoid overly broad and unqualified audiences, thus optimizing every euro invested.
As part of our confidentiality obligation and our duty of discretion, we implemented advertising campaigns compliant with the rules defined by the Code of Ethics for the accounting profession. This approach allows us to ensure ethical and secure communication while highlighting our commitment to responsible advertising.
2. Creation of Engaging Ads Adapted to Different Platforms
The format of advertisements plays a crucial role in a campaign’s performance. To maximize the impact of the ads, we developed several types of content:
- Short and dynamic video ads on YouTube, highlighting the benefits of SBA Compta’s services in a striking and engaging manner.
- Interactive banners distributed on Google Discover and the Display Network to capture the attention of entrepreneurs looking for an accountant.
We also tested several variants of visuals and advertising messages, which allowed us to identify the most effective combinations and adapt the campaigns in real-time.
3. Continuous Optimization and Traffic Control
One of the keys to the success of this campaign was continuous data-based optimization.
- Daily analysis and adjustment of performance: We monitored key metrics in real-time (CPL, CTR, impressions, conversion rate) and adjusted campaigns accordingly.
- Implementation of the Donutz tool: This tool allowed us to eliminate invalid traffic (fraudulent clicks, bots, disengaged users), thus ensuring better campaign profitability.
Results Obtained with Demand Gen
The campaign generated excellent results, surpassing the objectives set by SBA Compta.
- 71% reduction in cost per lead (CPL), allowing for the acquisition of more prospects with the same budget.
- 311% increase in the number of qualified leads compared to previous campaigns.
- 19% improvement in click-through rate (CTR), with a 12% decrease in cost per click (CPC).
- 490% increase in impressions, significantly boosting brand visibility.
- 300% increase in advertising spend with optimized return on investment (ROI) due to improved conversions.
These performances demonstrate the effectiveness of a well-structured and optimized approach on Google Demand Gen.
Testimonial
“This campaign has deeply optimized our approach to lead generation. Donutz’s expertise allowed us to achieve our goals with a speed and quality of prospects well beyond our expectations. We have been collaborating with them for several years, and their model based on a team of seniors guarantees valuable continuity: the same experts accompany us on strategic and operational issues, with a deep understanding of our needs and our market. A special thanks to Ophélie, whose expertise and rigor were essential to the success of our campaigns.”
Zied Ben Soltana – Marketing Manager at SBA Compta
Conclusion:
The example of SBA Compta perfectly illustrates how a well-thought-out and optimized digital strategy can not only achieve but exceed ambitious goals.
By combining advanced segmentation, engaging advertisements, and rigorous optimization, we have succeeded in multiplying the volume of qualified leads while reducing costs.
Thanks to a data-driven approach and constant adaptation to new trends, SBA Compta is now in a strong position to continue growing and strengthening its leadership in the digital accounting expertise market.
If you want to boost your lead acquisition and maximize your digital profitability, contact our team today!
