30% More Leads with Precision Targeting
In the clinical research industry, generating high-quality leads requires a nuanced approach. With strict regulatory environments, specialized target audiences, and the need for a clear ROI on marketing spend, businesses like Cliantha Research must rely on effective strategies to connect with the right prospects. Cliantha Research, a prominent name in clinical research and clinical trial management, faced such a challenge and partnered with Social Palette Inc. to drive their lead generation efforts through paid advertising.
In this case study, we explore how we helped Cliantha Research increase their leads by 30% while reducing their cost-per-lead by 20%, through hyper-targeted ad campaigns on Google and LinkedIn.
The Challenge
Cliantha Research had a clear objective: to attract high-quality clinical leads within a competitive marketplace, all while maintaining a budget-conscious approach. The company’s primary pain points were:
• Lead Quality: Cliantha needed to reach decision-makers and professionals in clinical trials, a very niche audience segment.
• Budget Constraints: They wanted to maximize the efficiency of their ad spend, ensuring they were getting the most return on investment without overshooting their budget.
• Conversion Rate: Generating traffic wasn’t an issue; converting that traffic into actionable leads was the real challenge.
Cliantha’s in-house marketing efforts were driving some results, but they were not seeing the level of success they wanted, especially when it came to acquiring high-quality leads. They knew they needed a more focused, results-driven approach and turned to us for help.
The Solution
To tackle these challenges, Social Palette Inc. implemented a comprehensive, multi-platform strategy designed to target high-quality clinical leads with precision. The two primary platforms we leveraged were Google Ads and LinkedIn Ads, each providing unique advantages in reaching Cliantha’s target audience.
1. Hyper-Targeted Google Ads
Google Ads provided the perfect foundation for precision targeting, allowing us to craft highly specific search and display campaigns. We focused on the following areas:
• Keyword Strategy: We conducted thorough keyword research to target high-intent terms specific to clinical research and clinical trials. This ensured that the ads were displayed to individuals actively searching for clinical services and solutions.
• Geo-Targeting: Since Cliantha operates globally but wanted to focus on a few key regions, we used geo-targeting to display ads to individuals in those specific areas.
• Ad Customization: We created multiple ad variations that emphasized Cliantha’s value proposition—top-tier clinical trial management services—while using action-oriented language to drive clicks.
• Conversion Optimization: Landing pages were designed to complement the ads, providing detailed information and clear CTAs to encourage conversion.
2. Precision LinkedIn Ads
Given the professional nature of LinkedIn, this platform provided an excellent opportunity to reach decision-makers in the clinical research and pharmaceutical industries. Our LinkedIn strategy included:
• Targeting Based on Job Titles: LinkedIn’s robust targeting allowed us to specifically target users with job titles such as Clinical Research Coordinators, Medical Directors, and other relevant decision-makers.
• Industry-Specific Targeting: We narrowed down the audience based on industries related to pharmaceutical, biotechnology, and healthcare services, ensuring we were reaching the right professionals.
• Sponsored Content: We created engaging sponsored posts that highlighted Cliantha’s expertise, driving traffic to their lead generation forms on the website.
• Continuous Ad Optimization: Throughout the campaign, we monitored performance metrics and optimized ad content, targeting criteria, and bidding strategies to maximize ROI.
The Results
Over a span of three months, the precision-targeted ad strategy on Google and LinkedIn delivered impressive results for Cliantha Research. By focusing on high-quality traffic and reducing wasted ad spend, we achieved the following:
1. 30% Lead Increase
Through hyper-targeted campaigns on both platforms, Cliantha saw a 30% increase in the number of high-quality clinical leads. These leads were better aligned with their target audience and had a much higher likelihood of converting into long-term clients.
2. 20% Reduction in Cost-Per-Lead
By optimizing ad spend, refining audience targeting, and continually testing different ad variations, we were able to reduce Cliantha’s cost-per-lead by 20%. This meant they were not only getting more leads but also achieving these results in a cost-efficient manner.
3. Enhanced Engagement on LinkedIn
The LinkedIn campaign also saw strong engagement rates, with sponsored posts and ads receiving high levels of interaction. This allowed Cliantha to establish a stronger brand presence within the clinical research community.
4. Improved ROI
With a leaner, more efficient ad strategy, Cliantha maximized their return on investment (ROI). Every dollar spent on the ad campaign yielded better results, allowing them to allocate their marketing budget more effectively.
Why This Strategy Worked
The key to Cliantha’s success was the precision with which we executed their ad campaigns. Here’s why the strategy was so effective:
• Hyper-Targeting: Both Google Ads and LinkedIn provided the ability to narrow down the audience, ensuring that Cliantha’s ads reached the right people—those with a genuine interest in clinical research services.
• Continuous Optimization: Throughout the campaign, we closely monitored key performance indicators (KPIs) and made adjustments to improve ad performance. This constant refinement helped reduce waste and increase lead quality.
• Platform-Specific Tactics: Each platform (Google and LinkedIn) was used in a way that played to its strengths. Google Ads captured individuals actively searching for clinical research services, while LinkedIn allowed us to reach key decision-makers within relevant industries.
Supercharge Your Ads with Precision Targeting!
If you’re looking to boost lead generation while staying within budget, precision targeting is the way forward. Just like we helped Cliantha Research achieve a 30% increase in leads and a 20% reduction in cost-per-lead, we can do the same for your business.
Contact us today to learn how we can create a tailored paid ad strategy to meet your unique business needs.
This case study illustrates the power of a well-executed paid ad strategy. By leveraging the strengths of Google and LinkedIn, and focusing on continuous optimization, Social Palette Inc. delivered tangible results that helped Cliantha Research grow their business and meet their lead generation goals.
