Search Engine Marketing Case Study for Top Echelon

358%

Increase in Leads

89%

Decrease in Cost per Lead

880%

Increase in Conversion Rate

The Client

Top Echelon is a recruiting network and software provider that helps staffing agencies and recruiters streamline their processes, find qualified candidates, and build relationships with clients. The company provides a range of tools and services designed to simplify various aspects of the recruiting process, including applicant tracking, candidate sourcing, job posting, and client management to help recruiters effectively manage their workflows and maximize efficiency.

Top Echelon had been running PPC campaigns for several years, and while they had been generating conversions, they had a persistently high cost per lead. Their existing automatic bidding strategy was producing an influx of numerous low-quality leads. SevenAtoms was brought on board to improve efficiency and reduce the cost it took for Top Echelon to get new sales-qualified leads.

SevenAtoms provided the following services:

Google PPC campaign setup and management
Custom landing page design for conversion optimization
Salesforce and third-party CRM integration

The SevenAtoms team identified a problem in that the client’s automatic bidding strategy was prioritizing maximized conversions, with “call from ads” a primary goal – which was leading to the high number of low-quality, irrelevant leads.

While revamping Top Echelon’s PPC campaigns and fixing this issue, SevenAtoms conducted thorough keyword research for highly relevant and high-intent keywords, using these keywords in tightly written, engaging ad copy and CTAs. They built custom landing pages for Top Echelon with an eye towards conversion optimization, closely monitored and adjusted ad spend, and regularly A/B tested every element of the campaign to maximize performance.

Top Echelon didn’t just meet their goals when working with SevenAtoms, of more, higher-quality leads at lower cost. They dramatically exceeded them. Key highlights include: