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Ambient Biosciences is a life sciences company offering biomolecule stabilization products and services. Their mission is to eliminate cold chain reliance and improve global health equity through the use of innovative biomolecule stabilization technology, which serves as an alternative to traditional lyophilization and allows ambient transportation and storage of a wide range of biomolecules.
The unique challenge Ambient Biosciences engaged Samba Scientific to solve was generating market demand and sales opportunities among a target customer base that was not actively seeking biomolecular stabilization alternatives.
The campaign required a strategic approach to keyword targeting and messaging that focused on finding and intercepting prospects during their research journey for traditional storage solutions and enticing them to consider Ambient Biosciences’ innovative solution.
We created a three-pronged Google Search Ad strategy based on our understanding of biotech and life science customers. This included three ad groups: one that featured keywords and messaging for users of cold chain shipping and storage of biomolecules, one targeting users of lyophilizers and lyophilization services, and one geared toward a more general audience of biomolecule stabilization and preservation.
Initial monitoring and analysis revealed that the lyophilization-focused audience had the highest engagement with Ambient Bio’s ads and website, so Samba further tailored the keywords, ad content, targeting, and bidding toward these potential customers to maximize ROI. We also developed an ad landing page that highlighted keywords and pain points identified from ad engagement and customer interactions to further encourage ad conversion by site visitors.
Ambient Biosciences continues to run a consistently well-performing Google Search Ad campaign that generates a steady flow of Sales-Qualified Leads (SQLs). By strategically pivoting to focus on the segment showing the highest engagement, the campaign generated highly qualified, sales-ready leads at a low cost ($180/SQL). Nearly half of all sales-qualified leads generated through the campaign actively engaged with Ambient Biosciences’ sales team. This exceptionally high responsiveness rate validates the quality of leads and demonstrates that the campaign successfully reached prospects with genuine interest and purchase intent.
The success of this campaign illustrates the power of adaptive strategy in niche B2B marketing. By starting with a broad, exploratory approach across multiple audience segments and then pivoting based on real engagement data, Samba Scientific was able to identify and capitalize on the relevant market opportunity, building a sustainable pipeline of qualified sales opportunities from prospective customers, positioning the company for continued growth in an emerging market segment.
Cost per Sales-Qualified Lead
$180
SQL Responsiveness
43%
Deals to-Date
18
