Zest Dental is one of the largest dental implant manufacturers in the U.S. Their primary audiences are Dentists at offices across the country who perform surgery with dental implants. Some challenges I faced were

• The client is a leader in the space which makes new customer acquisition strategies/expansion more difficult 
• They had no great offers to use in their campaigns 
• Sophisticated B2B audience
• Brand loyalty to competitors in the market

The strategy

I began by leveraging the client’s existing data and Google’s machine learning algorithm to ensure that we’re targeting users most likely to convert. The goal was to feed the algorithm with the best data possible so we could go after new customers searching for non-branded terms.

After sufficiently utilizing campaign structures to segment the customer journey map in Google Ads, I began a substantial increase in ad spend to scale this account while maintaining an optimal ROAS.

Once we established a great search ads structure, we began to move higher in the funnel utilizing Google display, discovery and video campaigns for new customer acquisition.

Getting a consistent overall 3x ROAS across all campaigns. This product did not perform well with remarketing campaigns, so I had to figure out how to create profitable campaigns with cold audiences.

We had to find a way to improve our CPA. Most of te traffic was coming from YouTube, which is not an easy channel to work with.

Xagio is an online software tool that combines the power of cloud WordPress

management and a feature-rich optimization plugin. They were looking to generate more leads and sales through paid ads.