Varnish Software the global leader in website caching software, approached us in August 2020 with a brief to revitalise their search campaigns. They offer a B2B solution to help businesses improve their website speed via caching and hosting solutions. They were struggling to find good traffic sources and were looking to generate more leads, and improve lead quality.
We took a three-pronged approach to helping Varnish generate more leads while improving the lead quality. Their approach to data needed improvement, so firstly we helped them with measurement, ensuring that all key conversions were being measured as well as integrating their offline data with Google Ads. Secondly, we helped them build a clear testing roadmap to cover everything from copy to bid strategy to bid levels. Finally, we made the account more granular to improve control over the queries we were matching into and hence improve traffic quality.