Paid advertising for the international company HQTS: twice as many leads

HQTS (Helmsman Quality & Technology Services Co., Ltd.) is a leading international company offering comprehensive quality control services specializing in product inspection, supplier verification, and testing across China and Southeast Asia. With a commitment to ensuring product quality and compliance, HQTS serves clients across various industries, facilitating seamless production processes and supply chain management.

Paid Social Advertising

Paid Search Advertising

Analytics

Social Media Management

Goals

Increase the number of leads through targeted paid advertising campaigns.
Expand coverage of the target audience while navigating low demand for primary services in search.
Educate potential clients about HQTS’s offerings, particularly focusing on supplier verification services in China and Southeast Asia.
Adapt advertising strategies to accommodate the launch of new services and address evolving market demands.

Challenge:

The company approached us for assistance in setting up and managing paid advertising in Google Ads. Our task was to increase the number of leads. To achieve this, it was important to increase the coverage of the target audience in conditions of weak demand for the main services in search. At the time of starting the work, the client did not offer services for finding business partners in China and Southeast Asia. It was important not to attract entrepreneurs to the website who were just starting their business with China or seeking suppliers.

Approach

NinjaPromo implemented a strategic advertising campaign aimed at achieving two primary objectives: covering existing demand for HQTS's quality control services and expanding reach to new audiences. To accomplish this, we adopted a multi-directional approach utilizing various advertising channels and targeting methods.

Coverage of Existing Demand:

Focused on capturing existing demand for quality control services in China, our Google Ads campaign prioritized relevant keywords such as "supplier verification in China," "factory inspection," and "shipment control." We optimized bids to secure top positions in Google Search results, maximizing visibility among users actively seeking these services. Despite facing high competition, this campaign generated significant conversions, albeit with a higher cost per lead.

Finding a New Audience:

In parallel, we targeted a new audience segment comprising businesses working with China but unaware of HQTS's services. Through a search advertising campaign with related keywords, we aimed to educate this audience about the benefits of supplier verification without the need for physical presence in the region. By strategically selecting queries like "China factories" and "bulk goods from China," we tailored ad texts to provide detailed service descriptions, filtering out irrelevant clicks. Additionally, we experimented with related keywords for other Asian countries, although demand for such services was limited outside of China.

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Execution

Google Campaign:

Selected and optimized keywords to target existing demand for quality control services in China.
Implemented high bids to secure top positions in Google Search results, maximizing visibility.
Monitored performance metrics and adjusted bidding strategies to optimize cost per lead.

Search Advertising Campaign with Related Keywords:

Targeted a new audience segment through strategic keyword selection and ad text customization.
Tested related keywords for other Asian countries to explore additional market opportunities.
Optimized bid and budget restrictions to ensure efficient allocation of resources.

Retargeting:

Utilized retargeting campaigns to engage with site visitors and similar user segments.
Leveraged engagement metrics such as time on site and repeat visits to identify and retarget high-value audiences.
Monitored retargeting campaign performance and adjusted targeting parameters as needed to improve lead quality and conversion rates.

Media Banner on Search:

Initially deployed media banners alongside text ads to increase visibility.
Evaluated campaign performance and discontinued ineffective strategies to focus resources on higher-performing channels.
Reacted promptly to market changes and adjusted ad content and targeting parameters as necessary to maintain relevance and effectiveness.

Features and Complexities:

Implemented call tracking to accommodate B2B preferences for phone inquiries, enabling comprehensive lead capture.
Developed a list of negative keywords to filter out irrelevant search queries, ensuring ad relevance and cost-effectiveness.
Reacted swiftly to world events such as the COVID-19 pandemic and related factory shutdowns in China, adjusting ad content and negative keyword lists accordingly to maintain relevance and effectiveness.

Results:

The conversion rate on Google Ads campaigns doubled, increasing from an initial 2% to 4%, validating the targeted advertising strategies.

Cost Per Acquisition (CPA) was reduced by 50%, lowering from $40 to $20 per acquisition, showcasing significant improvements in campaign efficiency.

Secured a stable flow of high-quality leads, with a monthly increase from 200 to 400 inquiries, solidifying the success of our advertising efforts.

Targeted Google Search ads achieved a notable 12% click-through rate, up from a baseline of 5%, indicating strong engagement.

Reached 3 million users across various digital platforms, a substantial increase from the 1.5 million initially targeted.

Retargeting strategies contributed to 18% of the total conversions, effectively re-engaging approximately 360 interested parties monthly.

Managed a substantial decrease in cost per click, which was 40% lower than anticipated, dropping from $1.50 to $0.90, optimizing the budget for broader reach and engagement.

Conclusion:

Through strategic utilization of paid advertising, including Google Ads, retargeting, and near-theme keyword targeting, HQTS successfully achieved its objective of enhancing lead generation efficiency and expanding audience reach. The tailored approach to campaign management, coupled with proactive adaptation to market developments, underscores the value of agile and data-driven marketing strategies in driving business growth and market relevance. As HQTS continues to evolve its service offerings and navigate shifting market dynamics, the insights gleaned from this collaborative effort will inform future marketing endeavors and support sustained business success.

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