Marketing Software Provider Meta Reduces CPA by 51% with AdHawk Managed Services

An AdHawk Case Study

Marketing to marketers is tough, even if your business specializes in building marketing solutions for companies like Sony, Allstate, National Geographic, Ikea, and Ralph Lauren.

Meta, a business-to-business (B2B) software company in Iowa City, Iowa, ran into this very issue trying to generate more qualified leads for their customizable software tools.

Paul Kos, Meta’s Demand Generation Manager, leveraged Google AdWords Remarketing, Display, and Search in an attempt to keep their lead pipeline full. But, according to Paul, he and his team “didn’t have enough time in the day to be dedicated SEM experts.”

Meta tried to maximize their ROI on their own by reducing the amount of wasted ad spend and following other best practices for campaign optimization, but nothing brought the success they had hoped for.

When we went over how much money we wasted by not keeping a close enough eye on our campaigns, we know we needed to try something new to manage our advertising online.

Paul Kos, Demand Generation Manager @ Meta

More Qualified Conversions for Less with AdHawk Managed Services

A look at Meta's AdWords account on the AdHawk iOS app

Unlike a lot of marketing software on the market today, getting started with AdHawk is simple. “Just a few logins to enter and we were up and running in no time”, Paul notes. Once Paul gained access to AdHawk’s iOS app and web reporting dashboard, he was struck by the “slick interface and low price point”: “[AdHawk] felt like an in-house SEM expert that I could take anywhere.”

Clean and simple dashboards for reporting are great and all, but the Meta team needed to break out the big-guns to hit their aggressive SEM goals. For that, Paul turned to AdHawk Managed Services, a product that combines AdHawk’s powerful performance optimization algorithms with a dedicated digital advertising expert to help strategize and execute ads.

The results were startling. In their first 3 months using AdHawk Managed Services, Meta drove 567% more conversions on Google AdWords than they had in the previous 7 months combined.

More impressively, Meta’s average cost per conversion dropped by more than 51%. This is largely thanks to the coordination between AdHawk’s account management team and machine learning algorithms. For Meta, our dedicated account manager was able to restructure each Search campaign based on the algorithm’s learnings. The result? A 54% lower CPA on Search.

There’s a lot more to successful lead gen than cheap conversions

This isn’t just about driving cheap conversions - it’s about driving the right conversions. “The quality of Meta’s leads has improved since using AdHawk”, according to Paul, and it’s helping improve business outcomes for Meta even further down the funnel.

AdHawk erased the anxiety one has when dealing with AdWords or digital advertising as a whole.

Paul Kos, Demand Generation Manager @ Meta

AdHawk played a key role in Meta’s marketing success. In Paul’s words, AdHawk “erased the anxiety one has when dealing with AdWords or digital advertising as a whole”. More importantly, the opportunity to work with a “team who actually cares about the success of their clients” is what keeps Meta coming back each month, and we love having them.

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