Driving Valuable Leads with Google Ads

Fueling the Pipeline for Spinning Wheels Express

Roles: strategist, campaign manager, copywriter, account manager.

The Objective:
ADCCO / Spinning Wheels Express is one of New England’s premier transportation and distribution third-party logistics (3PL) firms. Recently, they expanded their business offerings with a new public warehouse where companies across industries could store and ship inventory.

But for their warehouse to be successful, people needed to know about it. ADCCO needed a fast, effective way to reach businesses in need of a warehouse. As such, we worked with them to launch a robust lead generation campaign on Google Ads to help drive leads for their warehouse business.

Building a Landing Page that Converts

After an in-depth sales discovery, we built a landing page to showcase ADCCO’s warehouse and optimized it for conversion. Combining their brand assets with bold headers and their key value propositions, we made it easy for prospects to find the information they needed and submit their interest.

You can check out the live page here.

Finding the Keywords that Matter

Essential to our success was pinpointing the keywords and search terms that would bring in paying customers and isolating the ones that would not. We built out a robust set of ad groups, each with a targeted list of keywords. As the campaign progressed, we relentlessly tracked the search terms we were getting. We used that data to not only add new keywords and negative keywords to existing ad groups, but to build out entirely new ad groups and ads based on the industry-specific terms we identified as the most effective.

Retargeting the Ones that Got Away

Knowing most customers need multiple touchpoints with a brand before buying—especially in the B2B space—we launched a retargeting campaign to re-engage prospects who visited our landing page. In addition to traditional banner ads, we also leveraged Google’s responsive display ads, enabling us to test multiple messages and images then prioritize those that perform best.

Driving Real Results

In the span of three months, we were able to start generating high quality leads for ADCCO’s warehouse. We’ve continued to optimize the campaign, finding new ways to sustain and grow their business.