Performance Campaign: New Customers & Leads
Campaign
| Industry: | Ventilation technology |
| Client: | ebm-papst |
| Objective: | Primary: 1,000 leads Lead growth through continuous campaign optimization |
| Duration: | 2024 (9 months) |
| Target market: | Germany |
| Language: | German |
| Channels: | Google Ads (Search & Display), Bing Ads (Search) |
Results
| Leads: | The campaign achieved 1,974 conversions, of which 540 were direct leads (contact inquiries). The target was 1,000 conversions, which was therefore significantly exceeded. |
| CTR: | 503,680 impressions at a CTR of 1.53% |
Progress & Development
The campaign performed very successfully and clearly exceeded the original target. A large share of conversions led to direct contact inquiries, indicating high lead quality. Spend efficiency was also notable - especially compared to previous campaigns.
The display campaign achieved above-average visibility and engagement. A banner using a playful, humorous approach performed particularly well, pointing to the effectiveness of creative formats - a takeaway worth applying to future campaigns.
Key KPI Improvements
- Number of leads nearly doubled - with a high share of qualified leads
- Cost per conversion remained at a highly efficient level
- Targeted strategy based on cross-channel performance, with measurable success
Conclusion
The campaign impressively demonstrates how effectively digital measures can be used for lead generation. Through targeted messaging, efficient use of budget and creative ad formats, the intended goal was clearly exceeded. Particularly notable is the strong performance across different channels - with high relevance within the target audience and measurable business success. A compelling example of impactful, data-driven B2B communication.
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