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.

Although the campaign CTR was very high, the landing page conversion rate wasn't satisfying. I implemented a heat map to recognize where the problem is. I realized that we are missing more images on the product page. once the client added more photos, the CR increased dramatically 

Create a campaign to highlight their impact on the recycling industry and create an awareness campaign for lead generation. The challenge was to illustrate the urgency of switching their belting technology that is more aligned with the recycling industry's goals.

Chasing paper was having a hard time understanding their customer acquisition funnel and scaling on Paid Social. They had a lot of sample swatch sales happening throughout their acquisition funnel and couldn't understand the true value of these customers.