SEKO Logistics is a global leader in supply chain solutions, specializing in freight forwarding and white glove delivery. They partnered with Marcel Digital to refine their paid search strategy and maximize SQL generation by focusing on high-performing campaigns.
Why did we start the project?
The Challenge
SEKO Logistics faced challenges in understanding which paid search efforts were actually contributing to closed sales. Key issues included:
- Data fragmentation in Salesforce, making it difficult to attribute success to specific campaigns.
- Broad targeting across multiple campaigns, leading to inefficient spend and lower SQL conversion rates.
- Low visibility into which keywords and segments were truly driving revenue.
How Marcel Digital Helped
The Solution
To address these challenges, Marcel Digital conducted a deep dive into Salesforce data to identify the campaigns directly responsible for generating closed sales. The analysis led to a strategic shift in budget allocation and campaign focus.
Salesforce Data Analysis & Optimization
- Audited historical Salesforce data to track leads from first interaction to closed sale.
- Identified that only two specific paid search campaigns were responsible for the majority of SQLs and closed deals.
- Shifted 100% of the budget to these high-performing campaigns to eliminate wasted spend.
Targeted Search Campaign Refinement
- Focused on high-intent keywords tied directly to conversion success.
- Adjusted bidding strategies to prioritize SQL-driving search queries.
- Eliminated underperforming campaigns that were generating leads but not converting to revenue.
What Happened After Launch?
The Results
- SQLs increased by 144% in Q4 compared to Q3 after reallocating budget to top-performing campaigns.
- Cost-per-SQL reduced by 22%, leading to more efficient spend.
- Two optimized campaigns now generate 100% of closed business from paid search.
- Sales alignment improved, ensuring marketing dollars were fueling actual revenue.
Key Results and Takeaways
The Conclusion
By continuing regular Salesforce audits, the budget will remain focused on the highest-value campaigns, ensuring efficiency and maximum impact. Additionally, refining keyword targeting and selection will support sustained SQL growth. Ongoing adjustments to bidding strategies and ad copy will further optimize lead quality and campaign performance.
Through the strategic use of Salesforce data and a shift in focus to the two highest-performing campaigns, Marcel Digital was able to significantly enhance SEKO’s paid search performance. This data-driven approach not only maximized SQL generation but also reduced wasted spend, ensuring that marketing efforts were directly tied to closed sales.
Looking to refine your paid search strategy? Contact Marcel Digital today to discover how data-backed decisions can drive your bottom line.
Ready to start your project?
Our team would love the opportunity to hear more about your needs. Fill out the form, and we'll reach out to you shortly.