How Cribl Used Brand Awareness to Reduce Cost per Lead and Increase Conversion Rate by 14%
Cribl provides observability pipeline solutions, enabling businesses to aggregate, transform, and route machine data to the right destination.
The challenge
Neo4j, an industry-leading graph database technology provider, aimed to enhance the efficiency and growth of their advertising activities while maximizing their marketing budget. They sought to increase the volume of net-new enterprise leads.
The approach
Neo4j implemented a new AI based campaign type in Google Ads and supplied it with offline signals from their CRM. The new campaign type served ads across the entire Google inventory (Search, Display, Discovery, Gmail, YouTube) and optimized ad spend based on quality of the contacts entering the CRM.
Partnering with VertoDigital
With VertoDigital’s help, Neo4j implemented an offline conversion based on their enterprise ICP. The ICP Lead signals powered both smart bidding in Google Ads and cross-channel reporting in Looker Studio.
The results
Since implementing Performance Max campaigns, Neo4j reported improvements in both lead volume and quality through Google Ads. They achieved a 157% increase in new enterprise leads while reducing the cost per acquisition by 54%.
31%
Decrease in cost
per remarketing lead
14%
Increase in
conversion rate
23%
Increase in YoY brand
searches on Google.
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