Who the client is
NewDataLabs is a Polish technology company that has specialized in delivering advanced online educational solutions for B2B clients since 2015. Its main area of activity is webinars, both open and closed, which help companies share knowledge, build expert authority, and generate sales leads. Clients include brands from the IT, finance, consulting, and professional services sectors.
The starting point
- High market demands in the B2B sector. It was crucial to precisely reach the right decision-makers and draw them into participating in webinars.
- Limited budget for testing and scaling. The campaigns ran on a relatively low media budget; every złoty had to work toward the quality and scale of the leads acquired.
- A need for a fresh take on ad formats. The existing creatives needed refreshing to better engage audiences.
- No structure enabling dynamic scaling. The campaigns were not built on a flexible structure that would allow expansion to new markets, channels, or audience segments.
The analysis of the existing campaigns found: no analytics in place; no testing of audience combinations; no diverse approaches to campaign optimization; no consistent naming convention across the ad accounts; no data-driven approach in decision-making; no single integrated "source of truth" across the platforms.
What was done
- Testing bidding strategies and audience combinations. Various bidding models were tested; the bid cap strategy, with a manually set limit on the cost of acquiring a lead, proved the most effective. Extensive testing of audience and bid configurations identified the most valuable segments.
- Campaign structure and naming conventions. The structure was optimized and a consistent naming convention introduced, increasing transparency at the ad set level.
- Ad creatives and copy. Engaging creatives and animations tailored to the NewDataLabs target audience.
- A Performance Max campaign targeted at the audiences most interested in the subject matter was launched.
The result
- The number of leads acquired per month increased by as much as threefold. There were short periods when the number of leads was even higher; the goal was a steady increase.
- In the Google Ads campaigns, lead quality was higher from the outset than in the Meta (Facebook) Ads campaigns, mainly thanks to greater user awareness.
- A 71% reduction in the cost of acquiring a lead, from around PLN 162 to an average of PLN 48 over the course of a year.
- A 31% increase in CTR thanks to the creatives and animations prepared for the client.
- Improved quality of the contacts acquired.
What happened next
The client is considering scaling the strategy to foreign markets, organizing webinars in English, and broadening activity with LinkedIn campaigns.
"The most important to us was to cooperate with the highly qualified specialists, which will understand our specific industry. And managed to do that. They are flexible and innovative, which allows us to cooperate successfully."
