People in a meeting room analyzing sales trend data displayed on a laptop screen with a bar graph.

About the Project

Lead Generation A/B Testing Analysis for Enhanced Conversion Rates

Role
Performance marketing

Client
K2 Partnering Solutions

Introduction

Objective:

The primary goal of this project was to optimize digital ad spend to maximize ROI and enhance the conversion rates for the company.

Scope

Managed a comprehensive digital marketing campaign spanning various platforms including Google Ads and LinkedIn Ads, targeting specific B2B segments.

Campaign Overview

Designed a multi-channel approach leveraging both paid search and social media advertising to engage our targeted demographic.

1

Target Audience

The campaign targeted middle to large-scale enterprises within the tech sector, focusing on decision-makers and influencers in purchasing roles.

2

Execution

Timeline

Illustration of digital communication with a laptop, speech bubbles, and a stylized ad icon in the center.
Digital illustration of a LinkedIn promotional video on a social media interface with media control icons.

3

Budget and Resources

Allocated a budget of $100,000 with a strategic split across platforms based on historical performance data.

Data Points for the Timeline:

  1. Start of Campaign: October 25, 2024

  2. Introduction of New Creative Strategies: Bi-weekly intervals starting from the campaign launch

  3. Mid-Campaign Budget Reallocation: Mid-November, when insights showed LinkedIn Ads outperforming Google Ads

  4. End of Campaign: Jan 31, 2025

Campaign Design Art-Work

Strategy

A horizontal timeline graphic with color-coded segments marking key dates from October 24, 2024, to January 31, 2025. It shows campaign start, strategic introductions, mid-campaign budget reallocation, and campaign end.

B2B

A digital advertisement featuring a robot mascot with a graduation cap, holding a diploma with a medal, promoting official SAP courses for business edge, with a call to action to talk to K2 today.
A digital graphic promoting SAP certification for teams in 2025, featuring a robot wearing a graduation cap and holding a diploma. The background is dark with star-like elements, and there are logos for K2 University and SAP Partner. Text reads: 'Get
A robot mascot wearing a graduation cap holds a diploma paper with a gold star badge, standing next to text that reads "Supercharge your team’s SAP expertise! Talk to us about training," with SAP and K2 logos on the bottom right.
Advertisement promoting SAP expertise training with a purple background, orange lightning bolt, and text emphasizing team supercharge through SAP training, accompanied by SAP partner logo and a call-to-action button.
Advertisement with blue background promoting SAP training expertise, featuring SAP Partner and K2 logos, with bold white and yellow text saying 'Supercharge your team's SAP expertise! Talk to us about training.'
A man in a business suit working on a laptop with charts and graphs on the screen, and promotional text overlaid advertising official SAP courses and coaching. The background shows a bright, modern office environment.
Two young adults, a woman and a man, working together at a table with laptops and documents in a modern office environment. The image promotes official SAP courses with a call to action to request a callback.
Promotional graphic for SAP courses showing a space-themed robot with the SAP logo on its visor, large orange text saying 'Official SAP courses,' and a yellow button with green text saying 'Request a callback today!'
A man working on a laptop with financial charts and graphs on the screen, promoting an official SAP course with text overlay about business results and securing a spot.
Two people studying together at a table in a classroom or office setting, with promotional text for SAP courses and a call to action to secure a spot today.
A promotional banner with a space-themed background showcasing a robot with a headset labeled 'K2U' and sunglasses. The text reads 'Official SAP courses. Real business results' and a yellow button says 'Secure your spot today!' The SAP Partner and SA
An advertisement featuring a robot at a desk with a computer, promoting 15% off official SAP training with a call to action to book now and save, and displaying logos of K2 University and SAP Partner, with a starry background.
A promotional graphic with a robot mascot and a rocket, advertising 15% off SAP training. The robot is white with blue accents, and the rocket is orange and white with colorful trail. The text says '15% OFF OFFICIAL SAP training' and 'Book now and sa
Digital advertisement promoting official SAP courses for upskilling workforce, featuring a robot using a computer, with logos for K2 University and SAP Partner, and a call to action: "Talk to K2 today."
A promotional image with a robot character and a rocket, encouraging workforce upskilling through SAP courses, with a call to action to talk to K2 today.

B2C

An advertisement encouraging people to get SAP certification for 2025, featuring a cartoon astronaut with a megaphone, the SAP and K2 logos, and a space-themed background.
Promotional graphic for SAP courses featuring a cartoon astronaut holding a megaphone on a space-themed background with stars. Text reads: 'Official SAP courses to elevate your career. Talk to K2 today.' Logos of SAP Partner and K2 University are at
Rocket launching into space against a starry sky with text that says "Take your SAP expertise skywards! Get started" and logos for K2 University and SAP Partner.
An advertisement with a space travel theme featuring a cartoon astronaut riding a rocket, with a starry sky background. The text says 'Take your SAP expertise skywards!' and includes a yellow button labeled 'Get started' along with logos for K2 Unive
A man with a beard wearing a red beanie, yellow jacket, and gray shirt, smiling while holding a laptop, promoting SAP courses with a call to action for a free consultation.
A smiling man in a red beanie and orange jacket holding a laptop, with marketing text overlay promoting SAP courses and partnership with K2 University.
A digital graphic featuring an astronaut with a space background and planets, advertising a 15% discount on SAP training offered by K2 University with a 'Book now and save' button.
An advertisement featuring a cartoon astronaut working at a computer with a space-themed background, promoting SAP courses and career advancement, including a call to action button to talk to K2 today and SAP and K2 University logos.
Close-up of an abstract 3D art sculpture with colorful geometric shapes, including a blue octahedron, a yellow sphere, a red sphere, and a white curved base on a black background.

RESULTS

Overall Impact

The campaign generated a
35% increase in leads and a
20% increase in conversion rate, significantly exceeding performance benchmarks.

Abstract 3D geometric shapes including spheres and a rectangular block, in pastel colors on a white and black background.
Close-up of a magnifying glass with a red handle positioned over a digital screen with abstract blue, black, gray, and red elements.

Challenges

Faced initial challenges with ad fatigue, which we mitigated by introducing fresh creatives bi-weekly.

Digital illustration of various abstract geometric shapes, including a pink cube, a gold spiral, a blue sphere, and other colorful forms, floating against a black background.

ROI Analysis

Achieved a return on ad spend (ROAS) of 120%, translating into an estimated revenue increase of $300,000.

NEXT STEPS

Improvements

Recommend implementing more granular audience segmentation to further enhance ad relevance and engagement.

Abstract 3D rendering of interconnected orange, yellow, and purple shapes forming a tunnel or circular structure.

Future Strategy

Plan to explore advanced machine learning algorithms for predictive bidding in future campaigns.