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Switch Partners with HawkSEM to Cut Cost Per Qualified Lead by 44% Through Paid Search
B2B Lead Gen
About Switch
Switch is a U.S.-based data center solution company. Since 2000, they’ve offered industry-leading data centers that have raised the standard for data center design, construction, and operations. Switch delivers state-of-the-art data center solutions to leading businesses worldwide and is now offering AI Factories, designed and purpose-built DCIM to support AI-powered operations.
The Goal
As a global leader in the data center space, Switch was looking to grow its customer base. The goal was to increase qualified leads at an affordable cost per lead, boost lead volume, and reduce low-quality form submissions that did not fit their ICP.
The Challenge
The team faced challenges in driving qualified leads to the sales team. Despite a strong value proposition, their Google Ads account struggled to consistently capture lead volume while maintaining a good lead acceptance rate. To reach growth goals, they partnered with HawkSEM to focus on driving highly qualified new customers.
The Results
The Solution
HawkSEM used offline data from the client to inform the decision-making process, valuing lead quality from the client over lead volume reported in Google Ads. Through this, our team was able to optimize around the keywords that were consistently driving the highest rate of qualified leads and make corresponding adjustments to emphasize those keywords. We were also able to produce more qualified leads from non-branded traffic by optimizing for intent.
Leverage data to identify which keywords are bringing in the highest quality leads and make corresponding adjustments to emphasize those keywords. Conduct regular search term checks to ensure that the ads are showing for the most relevant searches. Strategically reduced brand spend by 60% year over year to bring focus on brand discovery compared to the previous year. The Impact
Using broad match keywords, regular search term audits, and working sessions with the Switch team, we were able to create a highly curated list of keywords and negative keywords to bring in more high-intent queries and better traffic. We were also able to increase the budget and expand into Microsoft Ads as well, due to the success we saw on Google Ads.
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