ION

At ION, a leading player in real estate development, we had the opportunity to take a deep dive into their online marketing and fully optimize it. From Google Ads to cutting-edge growth marketing tools, we overhauled everything to elevate their marketing funnel from start to finish—with remarkable results! Our approach has now put ION’s marketing funnel on solid ground, delivering real, measurable outcomes.

Google Ads optimization: 15+ projects, one strategy

ION's Google Ads account spanned over 15 different projects, each targeting unique audiences with specific goals. This called for a detailed analysis and a tailored strategy. We examined every component of the account—from keywords and ad copy to audience targeting. The outcome? After auditing and fine-tuning critical settings, we made the account future-proof, which is crucial for an account of this scale and complexity with substantial media budgets.

But we didn’t stop there. We also went all-in on conversion optimization. By deploying a range of smart tactics, we pushed key performance indicators (KPIs) even further. Our efforts included:

• A/B testing different ad types
• Optimizing bid strategies
• Budget management and forecasting
• Using custom audiences
• Conversion analysis and optimization
• Fine-tuning ad scheduling and location targeting
• Conducting keyword research with a focus on SEA (Search Engine Advertising)
• A/B testing match types
• Enhancing ad copy
• Creating and testing new content
• Adding and optimizing ad extensions

We continuously monitored and tested the campaigns to keep performance at its peak. Regular checks and adjustments are essential to achieve strong results, and that was our primary goal: not just more traffic, but high-quality leads for ION.

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MQL vs. SQL: Focusing on Sales, Not Just Leads

Not all leads are equally valuable. Even with a high number of conversions, the quality of those leads can vary. That’s why quality over quantity is a golden rule in performance marketing. For ION, we implemented an MQL (Marketing Qualified Leads) vs. SQL (Sales Qualified Leads) strategy across both Google Ads and Meta Ads.

By concentrating on SQLs, we were able to sift through the leads and focus on those that truly mattered, making the media budget far more efficient. We established clear criteria to define MQLs and SQLs, which allowed us to precisely target ION’s campaigns and optimize the use of their budget.

Additionally, we measured end-of-funnel conversions within ION's CRM system, enabling us to share insights directly with Google. Armed with this data, Google made smarter bidding decisions, leading to more targeted campaigns, a rise in high-quality leads, and ultimately, more SQLs.

Google Ads can be set up to focus on actual sales or deals instead of less meaningful conversions like filled-out contact forms or brochure downloads. This is an often overlooked, yet crucial step to ensure your sales team is supported by marketing. For ION, this meant better lead filtering, allowing the sales team to spend less time on unqualified leads. The result? More efficient processes and more real sales.

Curious about MQL vs. SQL leads? Read our in-depth blog post to learn more!

CRO analysis: optimizing for conversions

Conversion Rate Optimization (CRO) is a key part of any successful marketing funnel. We carried out a comprehensive CRO analysis to determine where visitors were dropping off and where improvements could be made. From small text adjustments to full landing page redesigns, each change contributed to a higher conversion rate and better-quality leads.

A company like ION invests heavily in media to attract potential customers, and it’s essential that this investment pays off by converting visitors into clients. That’s why focusing on CRO is just as important as ad optimization. Investing in CRO can lead to:

• Higher conversion rates
• Lower cost per acquisition (and per sale)
• Improved user experience
• Scalable growth
• Increased trust and brand loyalty
• Faster decision-making by visitors
• Insights into customer behavior

The benefits of CRO for landing pages go beyond just improving conversion rates; they also drive broader positive business outcomes.

Typeform experiment: interactive forms for better results

As part of our ongoing improvement efforts, we experimented with Typeform, a tool known for its interactive and user-friendly forms. For ION, we implemented Typeform to streamline and enhance the sign-up process for visitors. The results were impressive: Typeform increased the conversion rate for contact forms from 0.68% to 1.21%, nearly doubling it! This also significantly reduced the cost per completed form.

Typeform boosts conversions through an engaging, interactive approach to data collection. Its conversational format presents questions one at a time, creating a smoother, more enjoyable experience for users. This reduces drop-offs and keeps users engaged, making them more likely to complete the form.

Additionally, Typeform allows for personalization by tailoring questions based on previous responses, increasing relevance for the user and further boosting conversion rates. Through seamless integration with other tools and platforms, businesses can process the collected data quickly and follow up in real time. Check out one of our custom forms, like the Finance or HR scans.

Leadenforce: segmented audiences for Meta ads

Meta Ads offers limited targeting options in the real estate category, so we found a clever way around this. We used Leadenforce to create highly segmented audiences for Meta Ads by tapping into hyper-local Facebook groups like "Ge bent van Brussel als …" or "Te Koop Brussel". This allowed us to craft highly relevant ads for deeply engaged audiences. The more local the targeting, the better the results

A successful partnership with ION

Our partnership with ION once again proved that a well-thought-out, strategic approach leads to significant improvements in online marketing performance. By critically evaluating existing strategies and optimizing them with new tools and techniques, we expanded ION’s marketing funnel and achieved impressive results.

Interested in exploring what we can do for your business? Schedule a free consultation with one of our Performance Marketers and take the first step towards optimizing your marketing strategy!