Boosting conversions on Google with optimised bidding through Machine Learning  

Challenge

Improving lead quality  

Solution

Value Based Bidding (VBB) strategy with offline conversions

To address this challenge, Claudio Galeno adopted a Value Based Bidding (VBB) strategy with the inclusion of offline conversions. Through VBB, advertisers can adjust their bids more efficiently, leveraging Google's machine learning technology to focus on the overall value of conversions and the customers impacted by the ads. In essence, VBB automates the bidding process, generating a significant improvement in ad performance.

In a progressive approach, they integrated Google Ads with their CRM to import final offline conversions, delivering value through the VBB strategy. Value-based optimization was implemented strategically, leveraging sufficient conversion volume on the platform.

Results

Measurable transformation in performance

The results since March 2023 compared to the previous year are remarkable. Claudio Galeno improved their lead to enrolment conversion rate by 27% across the total business. In addition, they experienced an impressive 150% increase in return on advertising spend and reduced their overall Cost Per Lead (CPL) by 17%. These achievements not only represented a significant lift in account performance, but also generated a marked improvement in the quality of leads coming from Google, resulting in a better conversion rate compared to previous years. The VBB strategy proved to be the key to transform Claudio Galeno's educational marketing in a highly competitive and dynamic environment.

"Thanks to offline conversions and VBB we have been able to improve lead quality. Although lead costs have increased, the conversion rate from lead to enrolment has improved by 27% compared to the previous year".  

— Rocío Benítez, Account Manager - Adsmurai