How Google Ads helped a corporate gifting company diversify lead generation
Bundled Gifting helps businesses create memorable gifting experiences for their clients, employees, and event attendees.
They work with a wide range of clients, from startups to large enterprises, and their projects can range from small $10,000 orders to massive half-a-million-dollar campaigns.
When they approached us, they were primarily relying on referrals and organic growth but were interested in exploring Google Ads to expand their reach and increase sales.
Project Highlights
Before
Bundled Gifting had a successful track record with referrals and organic growth, but they recognized the need to diversify their lead generation strategy. They were interested in leveraging Google Ads to reach a broader audience and accelerate their growth. However, they had some initial concerns:
- They wanted to make sure they’d see a good ROI from Google Ads, especially since they had recently invested in a new website.
- They were used to working with warm referrals and were unsure how to effectively convert cold leads generated through Google Ads.
- The corporate gifting market is competitive, and they needed a strategy to stand out and attract high-value clients.
During
To address their concerns, I started with a thorough ROI analysis. I showed them exactly how Google Ads could bring in a solid return and make their investment worthwhile. We also discussed strategies for managing and converting cold leads, sharing best practices and our experience in this area.
Then, we rolled up our sleeves and got to work figuring out who their perfect client was:
- We targeted businesses looking for employee, client, and event gifts.
- We focused on companies with the budget and need for personalized gifting solutions.
- We highlighted their personalized approach and consultative services to attract clients who valued that experience.
To ensure we were reaching the right audience, we refined their Google Ads targeting to focus on high-value keywords and audiences. We also implemented offline conversion imports (OCI) to track marketing qualified leads (MQLs) and optimize for conversions.
To combat the high volume of spam in this industry, we implemented Cloudflare to block traffic from outside the United States and added spam filters and CAPTCHA systems to their website.
After
In their first year with Google Ads, Bundled Gifting had the following results:
- Achieved break-even on their ad spend
- Generated a consistent flow of qualified leads, resulting in over a dozen quality sales conversations each month
- Acquired new clients with strong potential for long-term growth and repeat business
The experience also led them to refine their sales process, optimize their talk tracks, and improve their lead response time. All of this was to ensure they were well-equipped to convert the high-quality leads generated through Google Ads. They're now heading into the future with an optimized strategy and a renewed focus on closing deals.
If you're wondering why they never surpassed break-even on their Google ad spend, the unfortunate reality is that the quality of their website was the primary issue. Despite investing over $50,000 in its design, the website remained highly suboptimal in terms of messaging, design, and user experience. Unfortunately, by the time we were working with them, they had exhausted their budget and short term appetite to work on their website and we were unable to make further optimizations.
