.webp)
Goals
- Increase lead generation across Moolya’s core services, particularly in software testing, QA services, automation testing, and performance testing.
- Optimize cost per lead (CPL) and cost per MQL by refining ad targeting and creative.
- Enhance lead quality by focusing on high-converting keywords and refining conversion tracking.
Budget and Spend Overview (July 2024 – February 2025)
Campaign Performance Breakdown
Google Ads Performance
Google Ads campaigns remained one of the top-performing channels for Moolya in generating relevant leads. The CPL on Google Ads was consistently lower than on LinkedIn, making it the cost-effective channel for software testing and QA services.
Key Performance Indicators (KPI):
- Impressions: Consistently over 50,000 impressions per month, particularly in January and February.
- Clicks: CTR for Google Ads campaigns was consistently above 7% in most months, especially in October and December.
- Leads: 25 domain leads were generated in October, with the CPL dropping to ₹7,619.67.
- MQL Conversion: The top-converting keywords included "software testing companies", "penetration testing services", and "mobile application testing".
LinkedIn Campaign Performance
LinkedIn's role was crucial for generating B2B leads in software testing and performance testing services, particularly for enterprise clients. The CPL on LinkedIn remained higher than Google Ads but provided high-quality MQLs that contributed significantly to the lead-to-sale conversion.
Key Performance Indicators (KPI):
- Impressions and Clicks: LinkedIn impressions fluctuated each month, with campaigns in January and February performing best.
- Leads and MQLs: Despite a higher CPL, LinkedIn contributed high-quality leads, particularly from Bofu (Bottom of the Funnel) campaigns and case study campaigns (e.g., Flipkart and PhonePe).
Insights and Learnings
What Worked
- Google Ads consistently delivered lower CPL while maintaining a steady flow of high-quality leads.
- LinkedIn contributed to more qualified leads (MQLs), especially for enterprise-focused services.
- Targeting the right keywords (e.g., "software testing services", "performance testing services") was instrumental in driving the most relevant leads.
Areas for Improvement
- LinkedIn’s CTR was low (around 0.33% - 0.80%), suggesting that creative optimization and audience refinement are needed.
- The CPL on LinkedIn remained high, indicating that there may be an opportunity to optimize targeting or use more engaging creatives.
Recommendations for Q1 2025
- Optimize LinkedIn Campaigns: Focus on refining audience targeting and improving creative formats to increase CTR and reduce CPL.
- Expand Google Ads Budget: Allocate more budget to high-performing Google campaigns, especially for keywords with low CPL and high MQL conversion.
- Refine Landing Pages: Continue to optimize landing pages for conversion rates, particularly for mobile users.
- Increase Case Study Campaigns: Promote more client success stories to drive brand trust and improve lead conversion.
Conclusion
Moolya’s performance marketing campaigns from July 2024 to February 2025 showed solid progress, especially in Google Ads where CPL remained efficient. The LinkedIn campaigns generated high-quality MQLs but could benefit from creative optimization to improve CTR and reduce CPL. With continued focus on targeting, ad creatives, and landing page optimization, Moolya is poised to drive even better results in the coming months.
