If you’re still wondering whether Performance Max campaigns can bring real results for you business, the answer is – 100% yes. And here’s our proof.
Our client Dialpad faced challenges in driving revenue through their customer acquisition strategy with Google. However, we leveraged Google’s Performance Max to deliver an additional 18% revenue, making this campaign a core part of their marketing strategy.
In this official case study by Google, we explore the approach, results, and the role of LeanSEM’s expertise in Dialpad’s success with Performance Max.
Performance Max helped us leverage all Google channels in a very simple way under a single campaign, helping us get nearly 20% more new paying customers for Dialpad.
– Morgan Norman, CMO, Dialpad
The Challenge
Dialpad is an industry-leading AI-powered cloud communications platform that was facing challenges driving additional revenue with its customer acquisition strategy with Google. It wanted to increase the volume of high-quality free trials that led to paid Dialpad customers.
The Approach
Dialpad turned to Performance Max, using free trials as the conversion event. For Dialpad, trial signups are high volume, but also correlate well with buying intent, with a typically strong customer conversion rate. The cloud company was then able to leverage existing creative assets from other campaigns to quickly build and launch its Performance Max campaign, enabling them to maximize their reach across Search, Display, Video, Gmail, and the Discover feed.
Partnering with LeanSEM: LeanSEM helped Dialpad use paid customer lists as audience signals and tailor its value propositions for ad copy and creative, and use final URL expansion targeting for landing pages to find additional search queries likely to convert.
The Results
Prior to Performance Max, Dialpad was managing more than 30 campaigns across Search, YouTube, and Display. Since launching Performance Max, Dialpad has experienced improvements in both the quality and volume of net new free trials coming through Google Ads. Dialpad was able to uncover a completely new keyword theme with the Performance Max landing page insights report, which contributed to Performance Max delivering an additional 18% in revenue, 17% more Dialpad customer conversions, and 26% increase in trial signups. As a result, Dialpad made Performance Max a permanent part of its marketing strategy.
Source: Official Case Study by Google
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