Overview
Connected paid search, SEO, customer-focused content and conversion journeys across a global product portfolio. Designed campaign targeting, landing-page calls to action, lead scoring and measurement across Pardot, Google Analytics and Microsoft Dynamics.
Who This Is For
Global technology and equipment manufacturers running paid search, SEO and content across multiple product lines and customer markets (industrial, public-safety, defence, consumer, etc.), whose marketing and sales systems - Pardot, Google Analytics, Microsoft Dynamics - don't share a common definition of a qualified lead.
The Challenge
The manufacturer operated a large digital estate serving customers across industrial, maritime, public-safety, defence and consumer markets. Its website and paid-search programme reflected the complexity of the organisation: campaigns contained large numbers of inactive or weakly performing keywords, broad ad groups, and inconsistent relationships between search terms, advertisements and landing pages. Some campaigns competed for shared budgets despite producing markedly different returns. The wider customer journey was also fragmented. Product-focused content attracted traffic, but there was no consistently structured path for moving visitors from discovery and evaluation to an identifiable sales inquiry.
What We Propose
Paid Search & Campaign Audit - Reviewed AdWords campaigns, ad groups, keywords, budgets and conversion performance, identifying campaigns constrained by budget, inactive keywords, low quality scores and overly broad ad groups that made targeting and optimisation difficult. Campaign Restructure & Landing Page Alignment - Developed a new campaign structure based on products, markets, applications and customer segments, aligning keywords and advertisements with more relevant landing pages and calls to action for each stage of the buying journey. Customer Journey & Content Mapping - Mapped customer-focused content from initial discovery through evaluation and conversion, and established a content-planning framework covering audience, customer need, search intent, landing experience, data capture and measurement. Lead Scoring Design - Designed lead-scoring rules based on form submissions, landing-page conversions, email engagement, buying-page visits and CRM opportunities. Marketing Technology Integration - Defined how Pardot, Google Analytics and Microsoft Dynamics could exchange campaign and lead information, and recommended attribution reporting connecting campaign source, medium, content and search terms to identified prospects.
Why It Matters
Clear evidence for reallocating budget - One product-model campaign was producing an 867% year-to-date return on advertising spend, while a broader campaign sharing its budget generated 85% - a concrete basis for shifting investment toward what was actually working. Underused channels identified - Retargeting was producing a lower cost per acquisition than display advertising but had not been allocated enough budget to reach its potential. One connected acquisition model - Paid or organic search → relevant landing experience → content and tools → conversion action → lead score → enriched CRM record → sales follow-up, replacing disconnected campaigns with one measurable path. A demand-generation architecture, not just a campaign fix - Pardot capturing and scoring digital behaviour, Microsoft Dynamics enriching leads with customer and sales information, and Google Analytics providing campaign and journey measurement, connected into one model.
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