How Integrating Paid Media with Broader Marketing Boosted Lead Quality and Revenue.
Our client is a multinational leader specializing in advanced building systems, including fire safety, HVAC, and security solutions. With operations spanning six continents and a workforce of approximately 94,000 professionals, they provide comprehensive technology, software, and services. Their focus is on enabling sustainability and supporting global customers in achieving their operational goals. 
The Opportunity:
The client came to us with a clear understanding of marketing principles and a substantial budget. While recognizing the potential of paid advertising, they needed expert guidance to determine how to incorporate it effectively within their broader marketing strategy.
Granular’s Solution:
To meet their needs, we implemented a multi-faceted, cross-channel paid media approach designed to capture both specific and broader audience segments:
- Targeted LinkedIn Campaigns: Leveraged detailed user lists to connect with key industry subsets, including K-12 education, higher education, local government, healthcare, and public housing.
- General Search Campaigns: Launched broad Google and Bing search campaigns to capture leads outside these core industries, ensuring the client’s offerings reached a wider audience.
- Expansive Remarketing Strategy:
- Utilized Google, LinkedIn, and Meta to re-engage visitors from landing pages, email campaigns, and the client’s website.
- Targeted audiences exploring content related to sustainable infrastructure, maximizing brand recall and conversion opportunities.
The Results:
The paid media strategy delivered a series of impactful outcomes. Below is a deeper breakdown of key results, with the three most impressive statistics highlighted for emphasis:
- $70 Million in Closed Revenue: Paid media campaigns contributed to closing over $70 million in revenue, demonstrating a direct impact on business growth.
- $273 Million in Active Pipeline: The strategy has laid the groundwork for continued success, with $273 million worth of opportunities actively being pursued.
- 16% Increase in Booked Sales Appointments: This improvement underscores the effectiveness of the campaigns in driving meaningful customer interactions.
Detailed Metrics Breakdown:
- Lead Generation: Achieved an average of 20 form submission leads per month through paid media efforts.
- Quality of Leads: Approximately 20% of these submissions became MQLs, advancing to booked sales appointments.
- Engagement Improvements: Expanded targeting and remarketing efforts contributed to a significant uplift in traffic and visibility across Google, Bing, LinkedIn, and Meta platforms.
- Strategic Impact: The multi-tiered strategy ensured both broad and niche audiences were effectively engaged, supporting the pipeline’s strong financial results.