LRQA Nettitude is a well-established leader in the cybersecurity industry, and has been so for almost 20 years. Multi-award winning, they came to us to make sure that their PPC campaign was delivering the fantastic results that their status deserved.

The Brief

WHAT THEY NEEDED

While LRQA Nettitude had a solid digital presence and an unmatched reputation in the cybersecurity industry, they wanted to expand their digital efforts. They highlighted PPC as a key area that needed improving. There were PPC campaigns in action with another agency, but unfortunately, the results didn’t match their KPIs. We were tasked to step in and overhaul their PPC, re-strategising and helping to improve ROI.

Initial Investigations

HOW WE APPROACHED IT

A lot of our early success for LRQA Nettitude was down to us swiftly embracing the potential of Broad Match keywords. We recognised that doing this would work wonders as we sought to grow clicks and encourage more interaction. We also started importing MQLs into Google ads to get more real-life data. Feeding back qualified leads gave the algorithms more true data, combating spam and helping us to double MQLs within just three months.

Initially, Nettitude were just looking for us to take over their EU PPC activity. However, the promise of our initial results impressed them so much that they quickly scaled up their partnership with us and handed over the keys to their PPC campaigns in the UK. Our partnership went from strength to strength and, when their externally-run US campaign was also not seeing the desired results, we were the natural choice to take over that first on a temporary basis, and then as part of a long-term contract.

The Solution

WHAT WE DID

At the start of every campaign, we always perform an initial assessment of the current state of play, identifying crucial areas that need to be improved as well as potential obstacles that need to be removed. After we audited LRQA Nettitude’s accounts, it didn’t take us long to pinpoint exactly what we needed to do: their existing PPC campaign was crippled by spam.

This problem was evident across their campaigns, but we were particularly struck by how prevalent it was in their US activity. A massive quantity of spam leads were draining their budget massively, and were also contributing absolutely nothing to the quality of their ROI. In order to stop these low-quality spam leads we sprang into action and enlisted the help of our marketing manager and our fantastic development team. The collaborative solution that we settled upon began with the implementation of Loqate to stop the spam leads in their tracks. However, we didn’t rest until we’d really slammed the door in the face of LRQA’s spam problem and made sure no budget was wasted on low-quality leads. Because there was a lot of clicking on and off ads, we also decided to implement Clickcease, making it so it was no longer possible to click an ad more than once per hour or more than 4 times a week.

The Results

You can’t build a long-term relationship without achieving some brilliant results, and that’s just what we did for LRQA Nettitude. By Q3 of 2023, we had already passed their target number of leads as dictated by their performance in 2022, effectively meaning that all of the gains in Q4 were a (very substantial) bonus. LRQA Nettitude were also thrilled to see:

100%

increase in conversions

50%

reduction in CPA

50%

reduction in CPC

Don’t Just Take Our Word For It…

Here’s what LRQA Nettitude had to say about us:

"Soap Media is genuinely the best digital agency I have ever worked with. We are really pleased with the outcomes SOAP have delivered. 2023 saw us generate more leads from digital in our key territories than ever before at a lower CPL. I have never experienced any issues with the team at SOAP regarding project delivery and they regularly go above and beyond their SLA in regards to meeting our needs. Soap Media is genuinely the best digital agency I have ever worked with. Their work ethic, attention to detail, knowledge / skill set, and service levels are superb, and it all comes without the London price tag."

Marketing Team Leader & Demand Generation ManagerLRQA Nettitude

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