Juniper (Paid Media)
You don’t need another “partner” and we don’t want to be just another vendor. We prefer you to think of us as wise counsel.
Results Worth Bragging About
83%
65%
6.11x
Background
Juniper has more than 100 years of experience in the office furniture industry, and we've learned that busy people like you need a simpler solution. Whether your reception area could use a welcoming refresh or you need to outfit an entire workspace for 500+ employees, Juniper is the simple, reliable, and fast way to get it done.
Juniper Office was looking to grow its business and struggled to get quality B2B leads, which are their primary revenue drivers. They also struggled with lead attribution to prove the value of Paid Media.
Our Strategy
Given that they're B2B and e-commerce, we employed a strategy that gives them coverage across all the necessary placements to reach potential buyers at every stage of the funnel. Using Google Ads as our primary channel, we distributed our budget across Google Search, Display, Performance Max, and Standard Shopping.
Display was great for general awareness and remarketing, but truly, we were able to capture a lot of the Top-of-the-Funnel audience through Standard Shopping and PMax for low CPCs. This audience was just looking around for office furniture options with the intention of short-listing vendors and looking for a quote in a few weeks' time.
Google Search helped us capture leads who were at that stage of looking for quotes. A/B testing landing page copy, lead form placement, search ad copy helped us reduce the number of unqualified leads and use our budget more effectively.
Tracking Optimizations
CallRail and URL parameters are used to collect lead attribution data for every phone call and form from Paid efforts and other sources.
We work with the client in maintaining a shared lead tracker, where every single lead gets listed with attribution data (source, medium, campaign, keyword). The client will periodically update the lead status (qualified, unqualified, open, won) and estimated project value as open opportunities progress. This allows us to analyze every few months which campaigns and keywords our biggest wins are coming from and how we can scale up.
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