CASE STUDY

Delivering a Joint SEO & PPC Strategy That Scales for STX Next

We joined SEO and PPC for STX Next to generate 67 marketing-qualified leads at a lower cost.

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STX Next is a global IT consulting firm specializing in custom software development, with a strong emphasis on Python-based solutions. Founded in 2005 and headquartered in Poznań, Poland, the company has expanded its presence internationally, including offices in Mexico, the USA, the UK and Germany.

THE CHALLENGE

A Tangled Google Ads Strategy and Inefficient Spend

Before working with Brafton, STX Next’s Google Ads strategy wasn’t very efficient. They were paying more money for fewer MQLs, which isn’t a scalable strategy.

STX Next wanted an overhaul and trusted Brafton to refine their strategy to drive down lead acquisition cost while procuring more highly-qualified leads. Challenge accepted.

THE SOLUTION

SEO

PPC

SEO and PPC are strong on their own, but they’re even better together, especially with the right strategy to back them up.

“Our focus with STX Next has been on providing recommendations for Artificial Intelligence (and related) keywords and topics that the STX Next team can produce content for,” Jodie Bedeker, senior SEO & analytics strategist at Brafton, explained. “In terms of SEO/PCC cross-over, Brent and I share our KW research and identify challenges from each perspective so we can provide support in our respective areas.”

Working alongside STX Next and Brafton’s internal SEO experts, the team strategized a brand-new Google Ads account structure and keyword strategy. Once we determined our best approach, we set it in motion while continually monitoring, refining and optimizing for maximum impact.

This new targeted technique enabled us to gain a more comprehensive understanding of STX Next’s customers’ searches and identify brand-new, hyper-relevant keywords to optimize paid advertising efforts.

THE OUTCOME

Efficient, Scalable Lead Generation

1,966%

increase in marketing qualified leads (MQLs)

44%

reduction in cost per lead

21%

increase in conversion rate on Search

As a result of this restrategizing, we produced 67 marketing qualified leads for STX Next, which represented a 1,966% improvement over the previous year. The client also spent 70% less overall, achieving an all-time low lead acquisition cost, which came down an impressive 44% — a much more economical and scalable figure.

Organic insights can be invaluable for optimizing paid performance — if you know just what to look for. Is our replicable solution for STX Next the upgrade you’re looking for? Let’s talk.