Boosting B2B Lead Generation for AxonOps with Google Ads

AxonOps, a software company offering a monitoring solution for Cassandra database environments, sought to expand its customer base by increasing leads for their Starter subscription plan. The challenge was clear: they were targeting a highly niche audience—Cassandra developers—on a limited budget.

Objectives

AxonOps aimed to generate leads for their Starter subscription plan, with a focus on attracting developers working with Cassandra databases. The budget was modest, making it essential to optimize every campaign aspect for efficiency.

Challenges

• Niche Audience: The audience was very specific—Cassandra developers—leading to a limited pool of potential leads.

• Limited Budget: The small budget required precision in campaign execution to avoid wasted spend.

• Previous Campaign Failures: Earlier efforts wasted 80% of the budget on display ads with almost no conversions.

Solution

To tackle these challenges, I restructured AxonOps’ digital marketing strategy, focusing on precise targeting, optimization of the sales funnel, and revamped tracking. The strategy was divided into the following key steps:

1. Revised Tracking Setup: Using Google Tag Manager, I revamped the tracking system to ensure accurate measurement of all key actions and conversions. This allowed us to gather detailed insights into campaign performance and optimize accordingly.

2. Keyword Research & Campaign Refinement: I conducted extensive keyword research, identifying search terms highly relevant to Cassandra developers. This improved targeting accuracy and reduced budget wastage. I also switched the focus to high-intent search campaigns, excluding the ineffective display network for initial acquisition.

3. Audience Segmentation: Utilizing Google Analytics 4 (GA4), I created custom audience segments based on user behavior, such as page views, time on site, and key interactions. These audiences were then imported into Google Ads, allowing for more personalized and targeted campaigns.

4. Funnel Strategy: I implemented a two-tier funnel structure:

   • Search Campaigns: To attract high-intent users actively searching for Cassandra-related solutions.

   • Display Remarketing Campaigns: Targeted users who had visited the website but hadn’t converted, with tailored messaging to encourage lead generation.

5. Content Development & Landing Pages: I created engaging ad copy and visuals to capture the attention of potential leads. The campaign used both high-conversion landing pages and informative blog articles, tailored to address different stages of the user journey—from awareness to decision-making.

6. Geographical Testing: I conducted A/B testing across various geographical regions to identify areas where cost-effective lead generation was most successful. South America emerged as a highly promising market for lead quality and volume.

Results

March 2024:

• Leads Generated: 8

• Insights: Focused on targeted search campaigns, and the refined keyword strategy showed early signs of success.

April 2024:

• Leads Generated: 11

• Insights: As the funnel strategy and remarketing campaigns gained traction, we saw an increase in lead count.

July 2024:

• Leads Generated: 46

• Insights: Targeting South America proved to be highly successful, with a dramatic increase in leads, highlighting the importance of geographical testing in optimizing ad spend.

Conclusion

The restructuring of AxonOps’ Google Ads campaigns led to significant improvements in lead generation, particularly through refined keyword targeting, optimized tracking, and a more focused funnel strategy. The geographical A/B testing revealed new opportunities, with South America showing exceptional lead generation performance on a modest budget.

By adapting AxonOps' approach to focus on high-intent traffic and remarketing, we were able to maximize the limited budget, ultimately increasing leads and expanding their customer base in niche markets.