With over 20 years of expertise, Arbour Group is a recognized leader in providing regulatory compliance solutions for the life sciences industry. In an effort to boost lead generation, Arbour Group partnered with Marcel Digital, a Google Premier Partner, to launch precision-targeted paid search campaigns designed to attract high-quality, qualified leads to enhance their sales pipeline.
Why Did We Start the Project?
The Challenge
Generating leads from broad search terms like "medical device testing" was no longer sufficient for Arbour Group. While these leads were technically "qualified," many didn’t align with the company's ideal customer profile (ICP), affecting the efficiency of their sales process. To address this, Arbour and Marcel aimed to go beyond just qualified leads and focus on attracting high-quality prospects - those actively searching for Arbour’s specific solutions and likely to engage deeper in the sales funnel.
The challenge wasn’t the generation of leads, but rather ensuring those leads were aligned with Arbour’s target audience, thereby improving the sales process. This called for a refined strategy focused on more relevant, conversion-ready searches within the life sciences sector.
What’s Going On?
The Analysis
Our first step was to analyze Arbour Group’s current lead data, identifying which products and services were driving the most revenue and where those leads were originating. We also pinpointed keywords that were producing low-quality leads. This analysis led to key insights:
- Lead Quality: Understanding which industries and businesses benefited most from Arbour’s products and services, and how to attract more of these high-value prospects.
- Keyword Strategy: Identifying which keywords were cost-effective and valuable versus those that drained the budget without yielding results.
Armed with these insights, we crafted a refined strategy focused on industry-specific, process-oriented, and geographically relevant keywords. We also gathered customer insights to ensure we were targeting the right personas. Our refined targeting included:
- Industry-Specific Keywords: Terms specific to the life sciences sector.
- Process-Oriented Keywords: Keywords tied to validation and compliance workflows.
- Testing & Q&A Keywords: Focused on testing and quality assurance terms.
- Software-Specific Keywords: Targeting searches for Arbour’s specialized software solutions.
- Location-Based Keywords: Geo-targeting regions with the highest compliance needs.
With these findings, we built a detailed paid search roadmap for Arbour Group, covering campaign creation, optimization, and ongoing performance management.
How Did Marcel Digital Help?
The Solution
Marcel Digital’s experts collaborated closely with Arbour Group to design a custom strategy aimed at attracting qualified, high-conversion leads. Our approach centered around creating highly targeted campaigns for Arbour’s core products and services that most closely aligned with their ICP.
The strategy included:
- Targeted Campaigns: Focus on key products and services such as 21 CFR, FDA compliance, and Netsuite validation.
- Negative Keywords: Eliminating irrelevant terms to prevent wasting ad spend on low-quality leads.
- Landing Page Optimization: Aligning landing page content with search intent to improve quality scores and conversions.
- Martech Stack Integration: Utilizing Arbour’s technology stack to track leads more precisely and optimize campaign performance.
This tailored strategy ensured that Arbour was attracting only the most relevant leads - those with the highest likelihood of conversion.
What Happened After Launch?
The Results
After refining the keyword strategy, incorporating negative keywords, and optimizing landing pages, the results were outstanding. Within just two months, Arbour Group saw a 108% increase in conversions from paid search. Additionally, the paid search campaigns generated an impressive $203,000 in additional revenue.
Through continuous optimization—adjusting geotargeting, updating keywords, and tweaking ad copy—we helped Arbour Group not only attract high-quality leads but also significantly boost their overall revenue. Moving forward, we’ll continue to refine the campaigns to support Arbour Group’s long-term sales objectives.
