Record Paid Users for B2B Property Tech SaaS with Google & Facebook Ads
FrontLobby is a property tech SaaS company that provides a rental management solution for landlords and property managers. The platform facilitates rent collection, enhances tenant screening, allows tenants to report rent payments, and ultimately streamlines tenant-landlord relationships.
While FrontLobby had already run successful Google Ads campaigns, they were encountering some challenges while scaling. With their focus on building their business, they needed to delegate their advertising efforts to an agency.
Our Role
As InterTeam, our objective was to optimize FrontLobby’s campaigns and streamline the sales life-cycle to drive better results.
Results Snapshot
After partnering with the agency and implementing strategic solutions, FrontLobby achieved the following results:
- Their best months in terms of premium upgrades in two consecutive months.
- A 50% reduction in the sales life-cycle, from 4 weeks to 2 weeks.
- Increased performance and ROI by targeting specific audiences and leveraging successful elements.
- Enhanced ad relevance and visibility by retargeting searchers on different networks.
- Improved cost efficiency by allocating resources to areas with proven success.
- Enhanced confidence in scaling their ad campaigns leads to increasing their ad budget for larger campaigns.
The Problem
FrontLobby’s main challenge was maintaining an effective Google Ads campaign while scaling up its operations.
What’s more, they struggled with managing the long sales life-cycle (typically 2-4 weeks) from lead generation to premium upgrade. The sales life cycle’s staggered data made it challenging to measure the immediate effectiveness of tests and optimize their campaigns.
Challenge #1: Identifying and Preserving Effective Strategies
To address the challenge of maintaining effective strategies while scaling, InterTeam conducted an audit of FrontLobby’s campaign data from the previous six months.
The analysis identified low-performing audience, keyword, and demographic segments that were cranking up our overall cost per conversion. It also showed a high-performing audience, keywords, and demographic segments that we needed to put more of a budget into.
So, we focused on reallocating ad spend from underperforming areas to those with proven success. We also relaunched campaigns to target searchers with tailored ads on different networks specifically.
This allowed FrontLobby to maintain a strong presence in front of its target audience and increase the likelihood of conversions.
Challenge #2: Optimizing the Sales Life Cycle
FrontLobby’s long sales life cycle made it difficult to measure the immediate effectiveness of our tests and, therefore, optimize their campaigns.
To address this challenge, we shifted the optimization focus from conversions alone to conversion value per cost.
Our approach involved optimizing campaigns for return on ad spend (ROAS) rather than solely focusing on the number of conversions.
By prioritizing leads with a higher likelihood of conversion and higher value, FrontLobby could streamline the sales process and accelerate the conversion timeline.
Results: Best Premium Upgrade Month of All Time and 50% Reduced Sales Life Cycle
The optimizations led to a significant improvement in ROIs and cost efficiency, maximizing the effectiveness of FrontLobby’s ad budget.
The sales life-cycle was reduced by 50% (from 4 weeks to 2 weeks) by implementing the new strategy. This reduction in the sales life-cycle allowed for faster conversions and increased efficiency in the overall sales process. FrontLobby saw a significant improvement in premium upgrades, setting new records for January and February.
About The InterTeam
Scaling a business, especially in a competitive industry, inevitably presents a unique set of challenges. However, these challenges should never compromise your lead generation efforts.
While hiring an agency to manage your campaigns might seem like an added expense, the right team can be an investment that pays for itself many times over.
InterTeam is a full-service PPC agency that delivers expert marketing and advertising solutions tailored to B2B services and SaaS companies. Our approach goes beyond simply managing campaigns; we craft data-driven strategies that leverage paid search and social ads to generate high-quality leads, meet your marketing objectives, and accelerate your business growth.
Want a custom advertising strategy for your business?
Visit our site to book a Free Advertising Strategy Call with our founder!
