Brown Bag Marketing & SAP Partner, Ecovadis
Generating leads through Google PPC & LinkedIn Integrated Campaigns
The Opportunity
Brown Bag Marketing partnered with Ecovadis to execute a strategic, three-phase integrated marketing campaign to drive qualified leads and build a marketing prospect list. This list was carefully curated to include high-potential prospects aligned with Ecovadis’ business objectives, ensuring that future outreach efforts would be both efficient and effective. The integrated campaign was based on LinkedIn advertising strategies and Google Search Ad platforms, evolving from broad audience prospecting to highly targeted conversion efforts, with continuous optimization of creative assets, audience segmentation, and ad formats.
The campaign’s primary objective was to drive qualified leads, kickstart marketing funnel activity, and ultimately close new business. The campaign sought to lay the foundation for a full-funnel strategy supporting long-term lead-generation efforts. The goal was to generate immediate results and build a system capable of delivering consistent, high-quality leads over time.
Strategic Approach
The three-phase campaign strategically progressed from broad awareness initiatives to refined conversion tactics, with a focus on:
The initial phase concentrated on expanding Ecovadis’ brand reach, leveraging LinkedIn and Google Search Ads for top-of-funnel audience targeting.
Phase 1: Awareness
During this phase, the strategy refined audience segmentation and creative elements to foster deeper engagement with prospects.
Phase 2: Consideration
The final phase focused on highly targeted lead conversion, optimizing ad formats, targeting criteria, and UX to drive actionable outcomes.
Phase 3: Conversion
Challenges
Throughout the campaign, the team encountered several challenges, including:
- Q4 Seasonal Slowdowns – The campaign had to adapt to the typical slowdowns during the fourth quarter, ensuring that momentum was maintained.
- Evolving Lead Qualification Criteria – Adjustments to the qualification criteria for leads required flexibility in targeting and messaging.
- Audience Targeting Refinements on LinkedIn – Continuous optimization of LinkedIn audience segmentation was essential to reach the most relevant prospects.
Results
Despite the challenges, the campaign successfully reached over 440,000 unique users, generating significant traffic leads and engagement across platforms.
- The phased approach allowed for continuous optimization and refinement, maximizing campaign performance.
- The integration of LinkedIn and Google Search was critical in reaching diverse target audiences at various stages of the buyer journey.
- The campaign provided valuable insights into audience behavior and lead qualification, informing future marketing strategies.
Tactics
Campaign Setup
- Create new engaging ads campaigns in Google Ads (branded + non-branded)
- Research and implement high-value keywords for campaigns
- Generate budget-friendly recommendations based on campaign research
Campaign Execution, Monitoring & Reporting
- Keyword Optimization
- Audience Refinement
- A/B Creative Testing
- Landing Page recommendations & SEO optimizations
Messaging Personalization based on SAP Partner ICP
Project Summary
During Phase 1 & 2, Google Search was instrumental, driving most of the campaign/website traffic despite higher CPCs. Targeted keywords and a strategic approach to bidding based on device type were critical to optimizing performance. In Phase 3, an A/B test was created in which message ads on LinkedIn significantly outperformed form-based ads, highlighting the power of personalized outreach. Those with job titles in Purchasing, Operations, and Business Development were particularly responsive.
phase 1 & 2
(awareness)
impressions
average cost per
clicks (phase 1&2)
click through rate
(phase 1&2)
in phase 3
(conversion)
average cost
per clicks (phase 3)
click through rate
(phase 3)
reach
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