Goal setting
B2B Leads
Case
B2C
Industry
The snow guard got 48% reduction in ad spend and 9% growth in qualified leads
Snevagten is Denmark's largest snow removal company. In 2023, we began our collaboration, where we made a clear commitment to streamline their marketing efforts across channels.
Our team
Case start
Aug 2023
Channels
Goal setting
B2B Leads
Our team
Case start
Aug 2023
Channels
-48
%
Reduction of ad spend
78
%
Increase in conv. rate
9
%
Growth of qualified leads
”"We're a seasonal business and have, among other things, received a budget proposal for what the whole year could look like, which has been really cool for us because it shows that Versano has a really good business sense and understands what it is we're doing."
Rasmus Bjørn Aagard, head of digitalSnevagten
The challenge
Streamlining ad spend
and optimisation of setup
Snevagten contacted us in September 2023 with a clear goal: to get more relevant B2B leads and reduce an excessive marketing budget.
They wanted a Google Ads setup that reflected their professionalism and secured them top rankings among business decision-makers.
Stategies
Data-driven focus on audiences and conversions
We started by reviewing Snevagten's existing Google Ads accounts and analysing the historical data to identify optimisation opportunities.
The solution
Concrete actions that drive performance
Versano was responsible for execution, continuous monitoring and adjustment of the setup to ensure continuous optimisation and strong results.
Systematic split testing of ad texts
We conducted extensive split testing across ad copy and campaign settings to identify the most effective messages and setups. It quickly became apparent that manual settings outperformed automated solutions. With this insight, we built out the account and expanded into new geographies and relevant audiences.
Sharp focus on target groups and geography
Based on historical data, we identified Snow Guard's core target group and weeded out non-relevant segments. This ensured that the budget was spent where the probability of conversion was highest.
Funnel-based setup based on search intent
We identified clear patterns in users' search behaviour and built a funnel setup that hit users at different stages of the customer journey. This made it possible to be present throughout the decision-making process and activate users when they were ready to convert.
The result
We measure the KPIs that matter to our customers
Leads and sales. These are the KPIs we measure for Snevagten. Here you can see our results for autumn 2023:
-48
%
Lower marketing spend compared to before.
9
%
Increase in the number of leads from relevant B2B topics.
70
%
Conv. rate growth vs. previous period
9
%
Conv. rate after execution of new strategy
-19
%
Reduction of average CPC on used channels
Meet the team behind the case
Thomas André Jensen
Founder
thomas@versano.dk
+4520920577
Ulrik Nørgaard
Senior Copywriter
ulrik@versano.dk
William Weber
Social Media Specialist
ww@versano.dk
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