IFS +44% growth in sales-qualified leads

Increase the quality of Google Ads leads through campaign consolidation, accurate GACT & EC4L and automation

+1,043%

Growth in leads

+651%

Growth in conversion rate

+552%

Growth in CTR

ABOUT

IFS

IFS, headquartered in Linköping, Sweden, is a globally renowned business software company. Its speciality lies in developing and delivering tailored business software solutions for customers involved in manufacturing, distribution, asset management and service-oriented activities on a global scale.

THE

CHALLENGE

IFS faced challenges in tracking and generating high-quality leads via Google Ads. Their challenges stemmed from ineffective conversion tracking, campaigns that were not structured efficiently, a shortage of relevant keywords aligned with their business groups across the entire marketing funnel and a lack of attention to proactively monitoring the account.

OUR

RESEARCH & GOALS

IFS wanted to feed Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL) back into Google Ads for improved reporting and a more accurate assessment of Google Ads' contribution to the company's success.

Previously, IFS relied on Google Analytics for conversion tracking, reporting and optimisation. However, this approach limited the amount of data going into Google Ads, so the algorithm didn't get the insights it needed to perform optimally.

The main objectives for IFS were therefore to ensure they had solid Google Ads conversion tracking, consolidated campaigns and efficient automation for account monitoring.

“

Our paid advertising won IFS global market leaders as clients in 2023, such as the largest telecom provider in the Netherlands.

THE

SOLUTION & IMPLEMENTATION

We based IFS's growth strategy on 3 pillars:

Accurate tracking of leads, MQLs and SQLs in Google Ads. To ensure every lead, from initial interest to becoming a Sales-Qualified Lead (SQL), is tracked accurately.
In-depth keyword research based on search volumes, trends, forecasts and competitor analysis.
Consolidated structure and automated optimisations via Google Scripts.

IFS's target audience consists of multi-million-euro companies interested in cloud software. Within these organisations, senior managers work in marketing, finance and procurement. We made sure the ad copy and landing page content matched this audience.

THE

RESULTS

By implementing solid conversion tracking via GTM, consolidating the account structure and implementing Google Scripts to automate optimisations. Between January and June 2023, we achieved the following extraordinary results YoY:

+1043% Growth in Leads
+651% Growth in Conversion Rate of
+552% Growth in CTR
-89% Decrease in cost per lead
+62% growth in MQLs across all online marketing channels
+44% growth in SQLs across all online marketing channels

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