Launching Conga's MQLs with Google Ads



Business Type:
B2B - SaaS

Project Goal:
Increase MQL's through Google Ads

The Challenge

Conga is an enterprise SaaS company that provides businesses the ability to simplify and automate their approach to essential quotes, contracts, documents and processes that drive revenue and improve customer experiences.

Prior to working with Avalaunch Media, Conga had worked with several digital marketing agencies who managed their Google Ads account. They had seen average performance and were looking for an agency to really dig in, learn their industry and figure out how to optimize their Google ads. Their measure of success was generating more monthly qualified leads while lowering the total cost of acquisition.

The Approach

After reviewing the account, we found opportunities to improve display and YouTube audience targeting, create clearer differentiation between branded/non-branded campaigns where possible, expand their use of negative keywords for clearer targeting, and consolidate keyword themes. We also found opportunities to improve our remarketing efforts to capture more of our warm audiences. From there, we went through an extensive restructuring process to ensure that we capitalized on these opportunities for improvement, confident that these changes would enable us to increase overall qualified leads, while also decreasing their cost per lead acquisition.

4 Pillars of Avalaunch Media PPC Strategy

4 Pillars of Avalaunch Media PPC Strategy

Screenshot of conversion analytics.

The Results

After conducting an in depth audit of their current Google Advertising, Avalaunch found numerous ways we could optimize the account and generate more qualified leads while reducing the overall cost per lead.

In just one year of working with Conga, we have seen incredible success. The campaign strategy used diversified ad account spending to display, remarketing, and more non-brand search. We increased conversions by 300% YoY (March – December) and decreased cost per conversion by 57%.

Avalaunch Media has nearly two decades of experience in working with B2B SaaS and tech companies and managing their Google Ads account to grow their monthly qualified leads. If you’re looking for a B2B Google Ads agency, please contact us today to set up an initial discovery call.