Generating qualified leads for a regulatory affairs consultancy

Our client is a regulatory affairs and certification consultancy, particularly in the medical field. The company is headquartered in Lausanne and has branches in several European countries and on the other side of the Atlantic (notably on the East Coast of the United States).

Coteries provided its expertise to support, in the first instance, the sales effort for the development of the subsidiaries.

The objective was manifold and was to establish the company’s presence in its key markets.

Used skills:

• Implementation of tracking tags
• Google Search Ads campaigns

In order to better understand the traffic generated on the company’s website, we have configured the tracking of visits using Google Analytics: creation of views, traffic exclusion, audience segmentation and goal tracking.

With Google Tag Manager, we defined activities on the site to be measured and implemented event tracking that can be found in Google Analytics: clicks, scrolls and conversion tracking. These events could also be retrieved from the various ad managers used for the campaigns to better measure performance.

In order to reach as many people as possible in a qualitative way on the Google search engine, we started by defining very specific themes related to the services provided by the company.

The aim was not only to generate qualified leads (measurable, for example, by session length and number of pages per session), but above all to show the company name in a targeted way to Internet users looking for information related to their field of activity. A strong presence in the search results was achieved, measured by the share of impressions relative to the number of relevant queries.

After defining the target geographical areas and choosing the most suitable bidding strategies, we set up the Google Ads account accordingly and connected other Google tools (such as Google Analytics or Data Studio) to it. The idea is to always be able to follow the generated traffic and conversions in the best possible way, for optimisation purposes.

We defined the keywords, created the ad groups, corresponding ads, and proposed specific landing pages, all for the optimisation of the customer journey and to encourage visitors to take action, by adding calls to action (CTA).

Coteries has successfully created, managed and optimised nearly 20 different Google Ads campaigns in 5 different languages (German, French, English, Italian, Dutch).

The client’s specific field of activity presented a significant challenge in order to support the sales force’s efforts to develop new markets.

We have been able to demonstrate that the development of highly focused B2B business areas can be successfully supported by highly targeted advertising campaigns.