Performance Marketing for Highly Qualified B2B Leads
Campaign
| Industry: | Electronics |
| Customer: | KEYENCE – global company |
| Objective: | Increase lead volume through ongoing campaign optimization Reducing CPL (Cost per Lead) – especially for "Non-Brand“-Search Ads |
| Duration: | 2014 – 2018 (ongoing) |
| Target Market: | Germany |
| Language: | German |
| Channels: | Google Ads, Bing Ads (Search, Display & Remarketing) |
Results
| Leads per Month: | Increased from an average of Ø 400 to over 1.200 Leads/month |
| CPL (Non-Brand): | Reduced from approx. Ø 550 € to under 100 € |
Campaign Progress & Development
This long-term campaign combined continuous keyword management, conversion optimization, and audience-tailored messaging across Google and Bing. It used both generic search terms and remarketing-based strategies.
Key KPI Improvements
- Lead volume nearly tripled
- CPL reduced by over 80%
- High lead quality through ongoing testing and audience refinement
Graphs on page 4 clearly illustrate the inverse development of cost and lead volume over time.
Conclusion
Through consistent data-driven performance management, KEYENCE significantly increased its visibility while optimizing cost-efficiency. This case study exemplifies how well-structured, long-term B2B campaigns can deliver outstanding ROI through strategic fine-tuning and precision.