Safeguarding Health Through Quality Control
If you've ever received a vaccine or relied on medical equipment, there's a good chance Mesa Labs played a quiet but crucial role in keeping you safe. From their Colorado headquarters, they've been pioneering medical safety standards and quality control solutions that help the pharmaceutical and healthcare industries operate at their highest potential.
Their mission is beautifully simple: Protect the Vulnerable. But connecting their life-saving solutions with the exact people who need them most? That's where things get interesting.
The Search for Precision
"You're not speaking to everybody - you're speaking to incredibly niche audiences," explains Megan Wood, Senior Demand Generation Manager for Mesa Lab's largest business unit. Think hospital staff searching for reliable equipment, researchers developing groundbreaking treatments, or manufacturers meeting stringent quality standards.
These are highly specialized terms, requiring a nuanced understanding of the industry's needs. Mesa Labs began their digital transformation journey with HubSpot in 2014, aiming to modernize their marketing and deepen customer engagement. But it was their recent adoption of HubSpot's Google Ads integration that truly transformed their ability to connect with these specialized audiences.
A Data-Driven Approach
The team made an interesting discovery along the way: the technical language they used internally often didn't match how their customers actually searched for solutions in real life. Through HubSpot's Google Ads integration, they gained invaluable insights into their audiences' real search behavior and learned how they could use it to reach people when it mattered most.
"We shifted from chasing high-volume keywords to targeting precise, low-volume searches that exactly matched our customers' needs," says Jenn Ullom, Marketing Specialist in Demand Generation. "It's about being there with the right solution, for the right person, at exactly the right moment."
Leveraging First-Party Data in a Privacy-First World
While many businesses are navigating the complex world of digital ads, forward-thinking companies are unlocking the power of what they already have: their customer data. For Mesa Labs, HubSpot's Google Ads integration turns this first-party data into their biggest marketing advantage. So, now they can create more relevant campaigns informed by their CRM data.
This approach naturally aligns with both privacy standards and their commitment to delivering value through thoughtful customer experiences. No workarounds needed, just real insights powering real growth.
"Our customers are our North Star," Wood emphasizes. "And with HubSpot’s Google Ads integration, we can continue to steer our marketing on the right course – to better know our audience and use that knowledge to drive results.”
Impact by the Numbers
The results speak volumes:
- 164% ROI with adoption of Google Ads Integration
- 43% increase in qualified leads
- 20% boost in conversion rates
- Google Ads became their #1 lead generator
A Seamless Integration
The implementation was remarkably straightforward. "We integrated five websites in minutes," Wood shares. "Now, instead of juggling multiple systems, we see the entire customer journey in one place." This efficiency allowed the team to focus more on strategic initiatives and creating personalized customer experiences.
Real-World Impact
For Mesa Labs, the impact goes beyond metrics. "The numbers tell a compelling story, but the real impact goes deeper," Wood reflects. "Every time we connect with the right person, it means another hospital or pharmaceutical company gets the tools they need to keep patients safe. That's what 'Protecting the Vulnerable' means to us – not just words, but real impact."
In a world where every connection could mean a life protected, Mesa Labs and HubSpot demonstrate how thoughtful technology application can help safeguard us all.
To learn more about how HubSpot and Google Ads can help your business achieve similar results, visit hubspot.com/google-ads.
