Background

Client: A leading chat marketing platform…

When the client was ready to resume their PPC advertising after a year-long hiatus, they partnered with LeadxMedia, working in close collaboration with Joan Magat, who co-led the PPC campaigns alongside LeadxMedia’s team of strategists and media buyers. Together, the teams set out to achieve ambitious growth goals.

Target Audience:

Businesses and marketers, including eCommerce brands, agencies, and content creators, looking to engage customers, automate communication, and boost conversions through chat marketing.

Main Products/Services:

• Automation tools for Instagram, WhatsApp, Facebook Messenger, and SMS Marketing
• Integrations with various tools for seamless operations

Key Challenges

The client had paused their PPC advertising for over a year to address technical issues on their platform. When they were ready to resume, they approached LeadxMedia with a specific goal: acquire 15,000 trial PRO users at a $114 CAC from November to December to close the year strong in 2023.

Campaign Objectives

Primary Objectives:

• Acquire 5,500 trial PRO users at a $150 CPA
• Convert 60% of trial users to paid users
• Total budget: $1M for November to December

What is a PRO User?

A PRO user is someone who has signed up for the platform and connected their credit card but hasn’t paid yet. The client platform does not require a credit card at signup, so this step is very intentional. Users who want to try the PRO features of the platform for 14 days need to connect their card. After their 14-day trial, they can upgrade their account, at which point they become paying customers.

Secondary Objectives:

• Increase brand awareness for a new Instagram DM automation feature
• Target Instagram influencers and businesses
• Focus on English-speaking countries due to higher LTV, while also exploring other regions

Results and Impact

Key Achievements:

• User Acquisition:
  • PRO Users: 15,095 (274% of the original 5,500 goal)
  • Paying Users: 9,057 (275% of the expected 3,300 goal based on 60% conversion)

• Cost Efficiency:
  • Overall Cost per PRO User: $78 (48% lower than the $150 target)
  • Overall Cost per Paying User: $131 (13% lower than the implied $250 target)

• Platform-Specific Performance:
  • Meta:
    • 6,540 PRO users at $85.03 cost/PRO
    • 3,924 Paying users at $141.72 cost/paying
  • Google:
    • 5,487 PRO users at $69.55 cost/PRO
    • 3,292 Paying users at $119.09 cost/paying
  • YouTube:
    • 3,068 PRO users at $76.35 cost/PRO
    • 1,841 Paying users at $127.26 cost/paying

• Timeline: Successfully completed within the November to December timeframe

Client Satisfaction and Long-term Impact:

The campaign’s success led to a significant increase in the client’s investment in PPC advertising:

• Initial campaign budget: $1M (November to December)
• Q1 2024 budget: $1.8M (80% increase)
• Quarterly budget for 2024: $4.3M (330% increase from initial campaign)
• The client has continued their partnership with  LeadxMedia, demonstrating their trust and satisfaction with the agency’s performance.

Challenges and Solutions

Challenges:

• Re-engaging the market after a year-long hiatus in PPC advertising
• Adhering to strict branding guidelines while creating compelling ad creatives
• Optimizing campaigns across multiple regions and languages

Solutions:

• Leveraged a multi-platform strategy to maximize reach and engagement
• Developed region-specific campaigns to optimize performance and discover new high-performing markets
• Continuously monitored and adjusted campaigns to ensure cost efficiency and high conversion rates

Strategy and Implementation

Platforms Used:

• Google Ads: Search ads, Dynamic search ads, GDN, Performance Max
• YouTube: Video ads
• Meta (Facebook and Instagram): Image ads, Video ads, Reels, Stories

Targeting Strategies:

• Regional Segmentation:
  Campaigns were segmented by region (e.g., LATAM, Europe, Asia) to optimize performance and discover high-performing markets beyond English-speaking countries.

• Keyword Targeting:
  Comprehensive keyword sets were developed and segmented by region to account for variations in search volume and relevance.
• Audience Targeting:
  Utilized in-market and custom audience targeting on GDN and YouTube.
• Meta Targeting:
  Implemented both specific and broad targeting strategies to reach precise audience segments and discover new market opportunities.

Creative and Landing Page Strategy:

• Thematic Campaigns:
  Developed themed campaigns, creatives, and landing pages to ensure message consistency and improve conversion rates.
• Focus on Instagram DM Automation:
  Highlighted the new feature in ad creatives, emphasizing benefits such as increased followers, engagement, and revenue.
• Branding Compliance:
  Adhered to the client’s strict branding guidelines for all creatives.

Optimization Techniques:

• Performance Monitoring: Continuously analyzed campaign performance to identify high-performing regions and keywords.
• Budget Allocation: Dynamically adjusted budget allocation based on performance data to maximize ROI.
• Ad Format Testing: Utilized various ad formats across platforms to determine the most effective for different audience segments and objectives.

Conclusion

By co-leading the PPC campaign with LeadxMedia, Joan Magat brought strategic vision and hands-on leadership to the initiative. Together, the teams developed and executed a multi-platform strategy that exceeded every key metric. Their collaborative approach combined deep PPC expertise, agile optimization, and innovative creative to achieve unprecedented growth for the client.

The campaign’s success not only solidified the client’s trust in LeadxMedia and NexLevelAds but also positioned both agencies as long-term partners in driving scalable growth for SaaS and marketing technology companies.