Bio-Rad Laboratories | Case Study
How to Scale Ad Accounts in A Niche Market
B2B - Life Sciences & Clinical Diagnostics.
The client is a global provider of laboratory instruments, reagents, and software, supporting scientific research and clinical diagnostics worldwide.
In such a niche market, scaling an ad account while maintaining profitable ROAS and other KPIs can be difficult.
With a variety of consumable products and intricate laboratory instruments, Bio-Rad needed to generate more revenue from online sales while increasing the number of qualified leads and quotes simultaneously.
Four15 Digital worked with Bio-Rad to develop campaign strategies, profitable keyword segments, and bid strategy testing to reach qualified users in need of these niche products.
Through market research, Four15 knew that the overall search demand for Bio-Rad’s niche products would be limited and a mix of companies and irrelevant users. This led to our main priority: Monitoring queries and making sure all irrelevant traffic is negated from our campaigns. Following this, F15 focused on bid strategy testing, finding the most optimal relation to campaign KPI and bid strategy for each campaign.
Additionally, F15 worked with Bio-Rad’s development team to set up the Google Ads and Salesforce Integration to optimize campaigns to their source of truth and accurate sales/lead information.
We consistently reviewed search query reports to understand user search behavior and identified numerous opportunities to exclude irrelevant or low-converting terms, improving overall campaign efficiency and audience relevance.
With the use of N-Grams, F15 identified combinations with the most profitability and the ability to generate leads. F15 also created multiple negative keyword lists organized by specific themes, targeting both irrelevant and overlapping search terms. These lists were strategically applied at the campaign level to refine search queries and better align traffic with the appropriate products and instruments. After implementing these lists, we noticed much better queries and fewer unqualified leads, resulting in stronger performance results across the board.
The ad accounts included numerous campaigns across a diverse range of products. Some products required follow-up for ordering and pricing, while others allowed for direct online purchases. Due to the different KPIs for each event and how they varied in cost, this led to complex bidding assignments across all of the campaigns in the accounts. To optimize performance and efficiency, we tested various bid strategies through experiments to identify the most effective approach for each campaign.
By testing and analyzing the performance of each bid strategy, we achieved improved ROAS and were able to scale campaigns more effectively.
By refining search queries, optimizing bid strategies for diverse products, and building on top-performing tactics, F15 successfully scaled Bio-Rad’s ad accounts in a competitive, niche market. Under F15’s management, Bio-Rad’s accounts saw major growth. Revenue surged by 216% and ROAS improved by 73%.