The 411 on PPC

Lengthy Sales Cycles in Specialized Markets

The client faced a challenging landscape: lengthy sales cycles requiring extensive research and multi-stakeholder approval for high-value ophthalmic and optical diagnostic equipment purchases.

Their website navigation was inferior to competitors, harming conversion rates. Management resisted a complete redesign, necessitating strategy adaptations for their complex product structure. We needed to generate qualified leads despite these constraints.

Multi-Faceted Google Ads Approach

We deployed a comprehensive PPC strategy designed to capture intent at every stage of the buyer journey, while implementing sophisticated remarketing to maintain visibility during lengthy consideration periods.

• Buyer journey segmentation for targeted campaigns
• Lead nurturing via remarketing and time-sensitive promotions
• Ongoing campaign refinement for improved ROI
• High-intent keyword targeting combined with website remarketing
• WhatsApp integration for direct conversions

10x Return on Ad Spend

Over 12 months, our strategy generated 1,020 qualified leads at a cost of just $34.82 per lead. The ROI exceeded 10x ad spend, with paid search outperforming all other channels for conversions.

By maintaining brand visibility throughout the consideration phase and targeting prospects at critical decision points, we turned a challenging sales cycle into a predictable lead generation machine.