Digital Marketing Case Study

ScyllaDB Ramps Up Lead Generation
with Remarketing Ads

ScyllaDB, makers of a high-performance NoSQL database for real-time big data workloads, was looking to scale up their lead generation in a cost-effective way using Google Ads. Firebrand built a comprehensive Google Ads program that leveraged custom-built audiences to grow awareness, create demand, and harvest that demand to achieve lead generation with remarketing ads that aligned closely with user intent and interests.

Key Results

Z

124% increase in conversions from remarketing campaigns

Z

40% reduction in cost per lead from remarketing campaigns

Z

Remarketing campaigns generated 92% of all Google Ads MQLs while only accounting for 38% of ad spend

Z

Remarketing campaigns provided 63% of all Google Ads assisted conversions (non-last click)

Approach

E

Highly segmented remarketing audiences from multiple sources (Google Ads, Google Analytics, Marketo CRM) keeps impressions relevant and CPC low

E

Alignment of creative and known audience behavior or attributes to increase message relevancy

E

Optimized ad schedule, demographic exclusions, and device targeting serves ads when users are most likely to convert

E

Conversion optimized and custom landing pages to increase conversion rate

In their words

“Firebrand’s forward-thinking approach to using Google Ads for B2B has not only helped us to grow brand awareness and drive more leads, but helped us to hone in on generating more high quality leads – especially through remarketing ad campaigns.” – Julia Angell, Senior Director of Marketing – ScyllaDB

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