35% increase in conversion rate
30% decrease in CPL
Omnigo is a public safety, incident reporting, and security management software company that enables people across many industries and professions to make their worlds more secure. To compete in a crowded market that serves several industries they knew they needed a content and SEO strategy that was going to attract the right visitors and ensure their visibility in search. However, there are a wide variety of keywords that apply to all of those verticals and they knew they couldn’t create content quickly enough to gain traction with all of the search terms related to those verticals.
When their marketing team went through a significant reorganization, they reached out to New Breed for extra help in managing their ads programs. New Breed became their strategic partner for their in-house paid strategy. New Breed came on to audit their ads to make sure they're following best practices, boost conversion and improve user experiences
After the audit, New Breed took on a large restructuring of the account as a whole. Their goals were to increase the results Omnigo saw on SERPs, drive down CAC, and increasing conversions. To do this, they focused on the Keyword quality score and making sure it was as high as possible. This meant the keywords, ad copy, and destination page had to be updated and aligned.
They also made HubSpot the source of truth for conversion tracking. Rider, the Lead Search Strategist at New Breed said, "With HubSpot, any discrepancy between Google Ads and HubSpot Ads is much easier to identify and it helps us understand where the conversions are coming from. It's great that we don't have to comb through countless pages of campaign actions when everything is managed in HubSpot."
Through the optimization of their campaigns and partnership with New Breed, Omnigo saw a 35% increase in total leads compared to before New Breed and a 30% reduction in overall cost per lead. They're also learning from where they've been successful.
Using the HubSpot ads platform has given them insight into the searcher intent around specific terms. For instance, they now know when someone searches for a specific term whether they're looking for a demo or information. And since all of their landing pages are hosted on HubSpot they have built-in context on which content is more high performing.
With this insight, they can feel confident in their decision making around creating new content on those topics and expanding their ads investment on other platforms.
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