CIPHR, a leading provider of HR software solutions, set two ambitious goals for the first half of 2024:

1. Generate 30% more conversions.
2. Reduce CPA by 10%.

The campaign focused heavily on utilising Google Ads to target HR professionals and business leaders within key industries critical to CIPHR’s growth, including education, manufacturing, charity, insurance, finance, legal, and consulting.

To meet CIPHR’s objectives, we devised a sector-targeted PPC strategy, with a focus on high-intent, industry-specific keywords and optimising the ad spend:

• Audience Segmentation: Tailored messaging for HR professionals within key sectors, addressing each sector’s unique challenges and needs.
• Sector-Specific Keyword Targeting: We used targeted industry-specific keywords to capture high-intent searches, ensuring the ads reached the right audience for optimal conversion.
• Platform Utilisation: Google Ads was leveraged as the primary channel, given its effectiveness in reaching HR professionals actively seeking software solutions.
• Optimised Ad Spend: Prioritised high-performing keywords and placements within each targeted sector, ensuring efficient use of the allocated budget.
• Continuous Optimisation: Campaign performance was monitored and refined regularly to ensure the best use of the budget, allowing the team to make adjustments based on real-time data.

While executing the campaign, we faced two significant challenges, both of which were addressed with data-driven strategies:

1. New Website & Messaging: In February 2024, CIPHR launched a new website, which required a complete overhaul of the ad copy to align with the new tone of voice (TOV).
   • Solution: We ensured that all ad copy and campaign assets were updated to reflect CIPHR’s refreshed brand identity. This required a quick turnaround to maintain click-through rates and overall engagement.
2. Controlling CPCs: With the aim of reducing CPA, we faced higher-than-expected CPCs that initially threatened our goal.
   • Solution: We employed rigorous bid management and optimisation techniques, running controlled tests to discover the most cost-effective bidding strategies. Though some tests initially didn’t yield the best results, they provided valuable insights that helped refine our approach and ultimately reduce CPA.

The campaign achieved impressive results that surpassed both of CIPHR’s objectives:

• Conversions: We exceeded the target 60% more conversions.
• Cost Per Acquisition (CPA): We successfully reduced the CPA by 24%, saving valuable budget.
• ROI: The campaign generated an ROI of 1,588:1, an exceptional return on investment for every pound spent.

For our work on CIPHR, this campaign received a nomination for “Best Use of Search – B2B (PPC)” at the 2024 UK Search Awards.