Copia Automation: paid search and social
Copia's paid channels converted well, but too many of the leads were outside its new customer profile.
- 8paid-search opportunities in Copia’s HubSpot records, March to May 2024, against six in January and February.
LeadScale ran the client's paid search and social campaigns, with every lead checked before it reached the CRM.
The challenge
Copia Automation sells a cloud-based industrial DevOps platform. Its paid channels already converted well. Too many respondents were outside the new ideal customer profile, which favoured managers and higher-level decision-makers.
Copia wanted its Google paid search and LinkedIn paid social activity to reflect the new audience during a pilot engagement.
There was a second requirement. The channels also built awareness across different levels of the target companies. Copia wanted to reach more decision-makers without abandoning that wider audience.
What LeadScale did
The engagement ran from March to May 2024.
- Audit the activity. LeadScale reviewed the six months of Google and LinkedIn activity before March 2024. The recommendations covered account best practice, targeting, budget and creative.
- Agree the plan. Copia approved the audit and action plan. LeadScale's paid search and paid social team then took over management of both accounts.
- Make the first changes. The team updated bidding strategies, paused underperforming creatives and keywords, and checked that the target audience was defined correctly.
- Shift the targeting. A new strategy moved the focus towards managers and higher-level decision-makers, with new content for that audience.
- Keep adjusting. LeadScale continued to change keywords, audiences and creative. The work was supported by weekly calls and fortnightly and monthly reporting.
The results
On LinkedIn, the share of leads at manager level or above rose from 29% to 47% after three months. The other group, labelled individual contributors and senior titles in the case study, fell from 71% to 53%. Those people remained part of the audience.
Copia's HubSpot records showed eight paid-search opportunities between March and May 2024, compared with six between January and February.
Services used
Services used in this case: paid search and PPC and paid social. We also build LinkedIn audiences from verified leads and target accounts.
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