Güntner, a global leader in refrigeration and climate control solutions, sought to enhance brand awareness, drive high-quality leads, and optimize cost-efficiency in their paid media strategy. Partnering with Marcel Digital, we implemented a data-driven approach across search, display, and LinkedIn advertising to achieve measurable success.
Why did we start the project?
The Challenge
Güntner faced challenges in balancing spend efficiency with lead quality, particularly in highly competitive industrial refrigeration and HVAC markets. Key hurdles included:
- High cost-per-lead (CPL) impacting ROI
- Ad engagement limitations due to broad audience reach
- Competitive landscape requiring refined targeting and strategic budget allocation
How Marcel Digital Helped
The Solution
To address these challenges, Marcel Digital designed and executed a comprehensive paid media strategy:
Search & Display Optimization
- Implemented targeted bidding strategies to reduce CPL while maintaining lead volume.
- Shifted spend to high-performing channels with the strongest conversion potential.
- Enhanced ad copy and landing pages to align with audience intent.
Audience Refinement & Retargeting
- Conducted competitive keyword analysis to identify high-intent search terms.
- Focused LinkedIn efforts on decision-makers in key industries.
- Launched strategic remarketing campaigns to re-engage high-value prospects.
Creative & Messaging Enhancements
- Developed compelling ad creative tailored to industry professionals.
- A/B tested ad variations to optimize engagement and conversion rates.
- Utilized LinkedIn and programmatic display to maximize visibility among key stakeholders.
What Happened After Launch?
The Results
Over the course of one year, Güntner showed the following results:
- Conversion Rate increase on Form Fills through refined Targeting & Messaging from 1% to 3%, increasing overall lead volume by 70%
- Cost-per-lead reduction by 25% from $400 to $300 as a result of consistent strategic in-platform optimizations
- Higher LinkedIn engagement among targeted industries
Improved conversion rates through refined targeting & messaging
Key Results and Takeaways
The Conclusion
Through strategic budget reallocation, audience segmentation, and ad optimizations, Marcel Digital helped Güntner maximize their paid media performance while maintaining cost efficiency. By leveraging competitive insights and advanced targeting, we positioned Güntner for continued success in their industry.
Looking to optimize your paid media strategy? Contact Marcel Digital today to see how we can drive measurable results for your business.
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