Lead Generation for a Consulting Firm
Driving high-quality leads for a Japanese consulting firm through strategic PPC campaigns on Google and Yahoo, optimizing ad performance for maximum impact.
Google and Yahoo PPC Strategy
IGNITE partnered with a B2B advisory firm in Japan's domestic market to design and manage a PPC campaign focused on driving free consultation sign-ups. Aimed at business decision-makers, primarily executives and managers in a male-leaning audience aged 35 to 55, we optimized ad targeting, messaging, and performance across Google and Yahoo.
Key project information and target audience
Industry
Professional Services
Market
Domestic Japan
Business Model
Business / Decision-makers (B2B)
Target Audience
Young, Middle, Senior, Male
Services provided in this project
Challenges
Low Conversion Rate Despite Traffic
Although the client’s website saw steady traffic, the number of users booking consultations or requesting reports remained below expectations.
Our Solution
Refined Targeting
We created detailed personas based on client data and interviews, refining ad targeting to better align with user behavior and needs.
Challenges
Achieving KPIs Within a Tight Budget
The campaign needed to meet strict performance goals while staying within a limited budget.
Our Solution
Cost-Conscious Media Planning
We focused budget allocation on high-performing platforms, conducting in-depth keyword research to prioritize cost-effective traffic sources.
Challenges
Sustaining Ad Effectiveness Over Time
To keep conversions high, it was essential to avoid ad fatigue and continuously optimize for better results.
Our Solution
Ongoing Optimization and Analysis
We used the PDCA cycle to test and refine ad creatives and targeting, using performance metrics to guide improvements and maintain ROI.
Challenges
Low Ad Engagement Rates
Initial ad creatives failed to generate strong click-through rates, limiting opportunities to convert visitors into leads.
Our Solution
Creative Refresh and Message Testing
We reworked the ad copy and visuals to improve engagement, testing multiple variations to identify top performers and boost click-through rates.
Advertising & Promotion
Results
70+ Monthly Conversions Achieved
The campaign consistently produced over 70 monthly conversions, significantly increasing the number of consultations and report downloads.
Lowered CPA
By optimizing bidding and targeting, we brought the cost per acquisition down to around 4,300 yen—well below the target.
Boosted Conversions
The campaign’s efficiency and performance helped the client grow their customer base and scale their advisory services.
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