White Paper: B2B Biotech Google Ads Paid Search

Sonar recently assumed management of a local manufacturer in the biotech space. This new client operated on a B2B basis, targeting labs in need of its specialized analysis equipment. The account had previously been managed by another agency, with efforts phased out after just seven months due to poor performance and lack of results. 

We recognized a lack of nuance in the keyword strategy, especially given the inherent complexity of the products. Working with the client, we took a deep dive into the search data in their established verticals and ended up essentially doubling the keywords targeted in the account. With almost no high value, high volume terms to work with, we instead managed to combine a varied assortment of low volume, hyper-specific keywords. In aggregate, those terms have produced phenomenal results.

In the first seven months the account was under our management, we achieved a +375% increase in clicks, a +383% increase in CTR and drove 104 conversions (primarily lead gen form fills for collateral downloads) vs. the previous benchmark of just 9. In the process we scaled the budget, roughly doubling it to an average of just $580/month, resulting in an average cost/conversion of $39 (which we subsequently driven down to $35). 

The client’s microscopes cost more than $70,000 and their previous CPA, based primarily on trade show leads, was over $100. As a result of this success, we’ve expanded digital efforts to include a robust Display retargeting campaign, LinkedIn video advertising and a massive SEO analysis and optimization project for the client.

For the campaign results, as best we can attribute leads to Google Paid Search:

 —March-December: 15 opportunities from 60 contacts, totaling just over $1 million in opportunities and $62k in revenue.
—January-July: 99 contacts, 28 opportunities totaling $2.6 million in opps and revenue of $148k.