Paid Media Strategy for a B2B Software Company

Control 2000 had been running a Google Ads Search campaign targeting people searching for accounting and tax software in Mexico.

While the campaign generated traffic, the company lacked a defined strategy and clear performance indicators. As a result, the team did not have enough visibility into campaign performance or a clear path for improving results.

The company needed to:

• Define goals and KPIs for its paid search efforts.
• Generate marketing qualified leads.
• Provide a live chat channel for website visitors.
• Connect advertising investment with additional revenue.
• Improve the quality of traffic generated through paid search.

Boundify developed a structured paid media strategy based on Control 2000's budget and business objectives.

The engagement included:

• Google Ads Search campaign restructuring around relevant audiences and keywords.
• Web analytics implementation to measure engagement and campaign performance.
• Conversion tracking for valuable actions such as forms and live chat conversations.
• Defined campaign goals and KPIs to establish a clear framework for optimization.
• Audience and keyword refinement to improve the quality of paid search traffic.
• Continuous performance analysis to identify opportunities for improving conversions.

This approach gave Control 2000 greater visibility into its paid search performance and helped transform advertising traffic into more qualified leads and sales opportunities.

Control 2000 achieved significant improvements in both lead generation and paid search performance after implementing a more structured Google Ads strategy and improving its conversion measurement.

The campaign generated a 69% increase in leads, while the click-through rate improved by 50%. Paid search also generated an average of 2.2K+ website visits per month, increasing the amount of qualified traffic reaching the company's website.

Proper web analytics and tracking of valuable conversions, including forms and live chat conversations, gave Control 2000 greater visibility into the quality of its paid search traffic. This translated into more and better leads and sales opportunities for the business.

Key results:

• 69% increase in leads, generating more qualified business opportunities.
• 50% improvement in CTR, demonstrating stronger engagement with paid search ads.
• 2.2K+ website visits per month generated through paid search.
• Improved visibility into valuable conversions such as forms and live chat conversations.
• Better understanding of which products generated demand through search engines.
• More qualified traffic from paid search.
• More and better leads and sales opportunities.

Boundify restructured Control 2000's Google Ads Search campaigns around relevant audiences and keywords, creating a more focused paid search strategy designed to improve traffic quality and conversions.

Web analytics and conversion tracking were implemented to measure valuable actions such as forms and live chat conversations, giving Control 2000 greater visibility into campaign engagement and lead generation.