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Overview

SABTECH, a Saudi-based manufacturer of hydraulic lifts and machinery, has been the dominant player in the Gulf region since 1995. The company has been known for producing reliable and high-quality hydraulic products for industries like construction and logistics. It has been long dominating the market. However, in its pursuit of growth, the company looked to boost lead generation efforts for products with shorter sales cycles. The aim was to use paid Google Ads to generate more qualified leads and enhance sales efficiency by reaching leads more rapidly and effectively.

Challenges

SABTECH faced several challenges driving lead generation for products with shorter sales cycles. The main difficulty was addressing the urgent demand for products like hydraulic lifts, often requiring swift action from potential customers. Traditional sales methods, which usually involved longer sales cycles, were less effective in responding to these immediate needs.

Another challenge was the highly competitive hydraulic machinery market in the Gulf region. SABTECH needed to increase its online visibility in order to stand out from local and international competitors. The company also wanted to make sure that its digital marketing efforts targeted high-quality leads and did not rely solely on traditional outbound sales tactics.

Solution

A partnership was made with a digital marketing team to execute a strategic Google Ads campaign that is designed to improve the lead generation of products with shorter sales cycles. The solution included the following key elements:

  • Keyword Research & Targeting: It started with an in-depth analysis to identify high-intent keywords such as “buy hydraulic lift” and “emergency hydraulic machinery.” Those are the keywords chosen to be targeted at users who have an urgent need for hydraulic products.
  • Geographic and Demographic Targeting: Google Ads were geo-targeted to key markets within the Gulf region, including Saudi Arabia, the UAE, and Qatar. The demographic targeting was towards industries such as construction, manufacturing, and logistics, which frequently require hydraulic equipment.
  • Ad Copy Optimization: Compelling ad copy was written to help the world know how reliable and quick availability, as well as practical, SABTECH’s hydraulic products are. Calls to action like “request a quote now” and “get your hydraulic lift today” were used to help them take immediate action.
  • Landing Page Optimization: The landing pages were optimized to be user-friendly, mobile-friendly, and keyword-relevant. Prominent CTAs on these pages urged the users to act now and request quotes or inquire about particular products.
  • Ad Extensions & Remarketing: Call extensions and site link extensions were implemented to enhance engagement. The remarketing campaigns targeted those users who visited the website but have yet to convert. They were tempted to return and complete inquiries.

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Results

The Google Ads campaign was very effective and hence proved the efficiency of paid search in lead generation and made sales more efficient for SABTECH. The main takeaways were:

  • Lead Volume Boost: The campaign was a success, with 51% more qualified leads in Hydraulic products with shorter sales cycles, which was mainly high-intent traffic captured and nudged to optimized landing pages.
  • Conversion Rate Enhancement: By aligning landing page content with search intent and streamlining the user experience, the conversion rate of visitors to leads improved by 36%.
  • ROI Increase: With the strategic advertising budget allocation, ROI increased by 43%. The approach had been more targeted at generating high-quality leads, which were more likely to convert into sales.
  • Decrease in Cost per Lead (CPL): Focused targeting and keyword selection brought a 37% reduction in CPL, implying better ad performance and an efficient budget.
  • Increase in Remarketing Conversions: This was a 29% increase in the conversion from those users who had earlier browsed the website but hadn’t filled out a lead form.

Conclusion

Google Ads for lead generation by SABTECH turned out to be a great sales performance strategy for the company. By focusing on high-intent keywords, optimizing landing pages, and utilizing geo-targeting, SABTECH successfully captured leads for products with shorter sales cycles. Results showed a significant increase in lead volume, conversion rates, ROI, and overall sales efficiency. This case study demonstrates how a strategic digital marketing campaign that utilizes the power of paid search can complement traditional sales methods, offering a scalable solution for businesses in competitive markets like the Gulf region.

SABTECH’s experience is the best example of how Google Ads can drive immediate and impactful results in industries where speed and precision are crucial to meeting customer needs.

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