Digital Marketing Case Study
Zilliz scales valuable conversions with
fundamental shift in Google Ads strategy
Zilliz, the developer of the world’s most widely adopted vector database, had established respectable Google Ads conversion metrics (conversions, cost per conversion, conversion rates) for its gated assets. However, after a deep dive into the quality of these Google Ads leads, Firebrand concluded that a specific conversion type – cloud trials – delivered higher quality leads most likely to lead to closed revenue.
This led to a foundational shift in our Google Ads strategy for lead generation to successfully target and attract users more likely to convert on this bottom-of-the-funnel call to action.
Key Results
164% increase in cloud trial conversions
92% reduction in cost per cloud trial, attributed to ad and landing page optimizations
Cloud trial conversions were evenly distributed across a wide variety of both Search and Display campaigns, consisting of non-branded, branded, and competitor keyword targeting
79% of cloud trials via Search campaigns / 12% of cloud trials via Display campaigns / 38% of cloud trials from Display were from remarketing
Approach
Core messaging changes across all ad campaigns to emphasize the value proposition of Zilliz Cloud and to differentiate from well-known competitors.
Utilization of a custom landing page with best practices for conversion rate optimization (CRO), and clear calls to action across other ad landing pages, leading to even distribution of conversions across many campaigns.
Custom audience creation and refreshed visual ad copy to create synergy and relevance for higher CTR of in-market users.
Rolled out budget and bid strategy changes to win top-of-page rate and higher impression share over competitors.
In their words
Want to improve your Google Ads strategy for lead generation?
Contact us to crush your marketing goals.