Danish
- 123% increase in conversions
- 54% reduction in cost per conversion
- 107% improvement in clicks
Coor Denmark wanted to strengthen its position as a leading provider of facility management services to the business community. The challenge was to reach business decision-makers at the times when they are actively searching for solutions. We developed a customized strategy focusing on time-driven bidding and precise targeting, resulting in both more leads and significantly lower cost per conversion.
The results
- Increased annual conversions from 1,847 to 4,116 leads
- Reduced cost per conversion from DKK 42.04 to DKK 19.39
- Increased clicks from 20,858 to 43,210 annually
Working time optimization leads to better ROI
Our analysis of Coors data revealed a clear pattern: B2B decision makers primarily search for facility management solutions during regular working hours, especially between 9:00 and 15:00. Based on this insight, we developed a time-driven bidding strategy, increasing bids by up to 75% during these peak periods. This ensured maximum visibility when the target audience was most active and the likelihood of conversion was highest.
By reducing bids during evening hours and weekends, when fewer business decision makers are at work, we were able to redirect budget to the most effective times. This simple but effective approach yielded immediate improvements in campaign performance.
Industry-specific segmentation
To ensure the highest relevance of the ads, we segmented the campaigns by business type and needs. We created specific ad sets for different industries such as healthcare, manufacturing, retail and office environments – all with customized messaging that spoke directly to the specific challenges of each industry.
This segmentation was combined with targeting based on company size and the user’s position in the organization. This allowed us to tailor messages to different decision makers, from facility managers to CFOs, resulting in much higher conversion rates.
Service-based office organization provides strategic benefits
An important part of our strategy was to reorganize the entire Google Ads account with a logical and clear structure. We divided the campaigns by service areas such as cleaning, canteen operations, property services and security, eliminating internal competition between campaigns for the same keywords.
This structure not only yielded better results, but also valuable insights into which service areas had the highest demand and which audiences were most responsive. Coor was able to directly apply these insights to their business development and sales strategy.
Advanced tracking ensures continuous improvement
We implemented a comprehensive tracking system that recorded user behavior across devices and conversion channels. This allowed us to understand the full user journey – from first click to completing a contact form or phone call.
By combining this data with regular A/B testing of ads and landing pages, we were able to constantly refine our approach and ensure that every marketing dollar was spent optimally. The systematic approach to data collection and analysis allowed us to identify new opportunities and continuously improve the effectiveness of campaigns.
Results that impact the bottom line
Our collaboration with Coor shows the value of a data-driven and strategic approach to B2B advertising. By understanding audience behavior and implementing targeted optimizations, we not only achieved a significant increase in leads, but also a significant reduction in costs.
The more than doubling of conversions combined with a halving of cost per conversion has given Coor a strong foundation for continued growth in a competitive market. The results clearly show that even small adjustments based on solid data analysis can create significant improvements for B2B companies.
