Driving lead generation and brand awareness via Google Ads

iRepertoire Inc.

Driving lead generation and brand awareness via Google Ads

Background

iRepertoire is committed to creating cutting-edge technology that adapts to the ever-changing immune sequencing landscape. Their core services allow biopharma and academic researchers to amplify all the expressed V(D)Js in B or T cells and measure all seven adaptive immune chains in a single reaction at bulk or single-cell resolution.

Campaign Objectives

iRepertoire’s goals were to increase visibility in Google search results, drive awareness of their single-cell and bulk sequencing services, and generate more, better-qualified leads. They needed an approach that would fit into their current marketing plan while avoiding unnecessary spending.

Samba Approach

Samba worked with iRepertoire’s team to create tailored keyword lists for Google Ads campaigns and write customized ad copy. Samba set up campaigns, ad groups, and ads specifically targeting two landing pages: single-cell sequencing and bulk sequencing services. Conversions were tracked using forms on these landing pages to capture leads. The ads were closely monitored to ensure optimal performance, while detailed keyword and ad copy optimizations were conducted to focus on the most cost-effective search queries.

Campaign Results

In a 6-month period from January 1 to June 30, 2024, iRep’s Google ads campaigns generated 75.5k impressions, increasing brand awareness and consideration while boosting their share of voice in the competitive search landscape. Their ads received 2.67k clicks, increasing website traffic and engagement, equating to a 3.54% CTR, indicating that the ads offered high relevance to searchers thanks to continuous keyword research and ad-copy optimization. As a result of diligent monitoring and optimization, these clicks were achieved at an average cost of $1.89 CPC.