Intwo’s Google Ad Campaign Strategy for Lead Generation

Solution
To overcome these challenges, Intwo implemented a comprehensive Google Ads strategy that included targeted campaign segmentation, advanced lead qualification techniques, and continuous optimization. The solution involved:

• Targeted Campaigns for Each Product Line: Intwo ran separate Google Ads campaigns for each of its core product offerings—cybersecurity, Azure cloud services, consulting, and managed services. These campaigns were tailored to the specific needs of each market segment, ensuring that each ad was relevant to the potential customer’s needs.
• Geo-Targeting and Localized Messaging: Given Intwo’s global footprint, geographic targeting was a key component. Google Ads’ geo-targeting features allowed Intwo to deliver localized messaging, including region-specific content, language, and currency. This ensured that the ads resonated with the target audience in each country while addressing the unique demands of local markets.
• Lead Qualification Forms and Custom Metrics: To qualify leads, Intwo integrated detailed lead forms into their Google Ads campaigns. These forms included targeted questions to assess key parameters such as the company’s budget, business requirements, and readiness for service adoption. Custom metrics were also implemented to track lead quality, which allowed for further refinement of the targeting process.
• Bid Management and Budget Optimization: To maximize ROI, Intwo employed advanced bid management strategies. They adjusted bids based on the performance of different keywords, regions, and product categories, ensuring that the ad spend was focused on high-converting segments. Budget optimization techniques helped ensure that the cost per lead (CPL) remained within acceptable limits while maintaining lead quality.
• Continuous Monitoring and A/B Testing: Intwo adopted an iterative approach to their Google Ads campaigns by regularly conducting A/B testing to refine ad copy, landing pages, and keyword strategies. Real-time analytics allowed for quick decision-making and optimization, ensuring that the campaigns were always performing at their best.