PERFORMANCE MARKETING
130% Growth in Qualified Leads for Syskit’s Microsoft 365 Solutions
Google Ads account reconstruction and data-driven optimization delivered outstanding results
SERVICES
STRATEGY
PERFORMANCE
DATA ANALYSIS
Driving Lead Generation for Syskit Point
In 2022, Syskit, a leading software development company known for its enterprise solutions for Microsoft 365 and SharePoint, engaged Risely Digital to pursue a key objective. Syskit aimed to focus sales efforts on its flagship product, Syskit Point, with the goal of driving a significant increase in Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). This case study details the strategic approach implemented by Risely Digital to meet Syskit’s objectives and highlights the outstanding results achieved.
CHALLENGES
Reorganizing Complex Google Ads Accounts: A Challenge Worth Tackling
- Strategic Focus Shift and Keyword Realignment: As a new client, it was crucial to rapidly familiarize ourselves with the brand, all products, advertising strategy, and the complex structure of the Google Ads account. Redirecting focus to Syskit Point required an in-depth analysis of existing keywords across multiple products to identify those to retain, where to redirect, and to adjust messaging to highlight Syskit Point as a more advanced, all-in-one solution.
- Campaign and Market Optimization: The restructured approach centralized campaigns around Syskit Point, with an intensified focus on key markets such as the United States and the United Kingdom. Efforts were directed toward micro-conversions like e-book downloads to enhance lead generation and engage potential customers with meaningful brand interactions.
- Lead Quality and Quantity: As a key channel for lead generation, there was a significant responsibility to execute optimizations to the highest standards. During the strategy shift, it was essential to maintain a steady flow of high-quality MQLs and SQLs to support Syskit’s business goals. By leveraging GA4 and PowerBI, we closely monitored lead quality at the keyword level, carefully analyzing seasonality and engagement trends to enhance campaign performance.
- Cost Control Amidst Complexity: Restructuring within the complexities of a refined ad account structure required rapid adaptation to balance cost per lead in a competitive market. Through tracking costs per qualified lead and data-driven optimizations, we managed to maintain scalability while controlling expenses.
In summary, this strategic shift underscores the analytical, operational, and tactical adjustments involved in transitioning to a focused advertising approach for a single product, alongside market expansion and maximizing campaign efficiency.
STRATEGIC APPROACH
Refined Strategy to Drive Syskit Point’s Growth and Conversions
To address these challenges, Risely Digital implemented a comprehensive and multi-faceted strategy:
- Google Ads Account Reconstruction
The Google Ads account was restructured to prioritize Syskit Point.
Key steps included: - Advanced Advertising Tactics: Leveraging smart bidding options, precise keyword selection, and geotargeting.
- Dynamic Campaigns: Dynamic campaigns were implemented to identify relevant keywords and drive qualified leads.
- Ad Copy Adjustments: Ad copy was updated to align with both existing and new keywords, and with the content on landing pages.
- Focus on Google Search Channel
Recognizing that the most qualified leads were generated through the Google Search channel, the Risely team: - Increased the budget based on identified opportunities and demand within the Search channel.
- Utilised advanced tracking options to assess lead quality and enhance campaign performance.
- Data-Driven Optimization
The Risely team leveraged data from various sources, including Google Ads, Google Analytics, Power BI, and Syskit’s CMS, to focus on: - Conducted an in-depth assessment of lead quality, delving from overall campaign performance to specific keywords.
- Optimizing machine learning and smart bidding algorithms by feeding data back into the system.
- Conducting focused market campaigns and exploratory campaigns to identify new potential markets.
- Enhancing Micro Conversions
To support lead generation efforts through micro conversions, the following strategies were implemented: - Micro-Campaigns: Targeted campaigns were redefined to drive micro conversions, such as e-book downloads.
- Cost Optimization: The cost per micro conversion was reduced by refining targeting and ad copy.


RESULTS
Results Significantly Surpassed KPIs
The implementation of these strategies yielded impressive results for Syskit Point in 2022:
Lead Generation
- 130% Increase in MQLs and SQLs
Syskit Point experienced a 130% growth in the number of qualified leads compared to 2021.
- Cost Efficiency
While there was a 14% increase in the cost per lead, the overall cost remained within expectations factoring in inflation and increased competition. The cost per lead continued to decline in subsequent periods.
Micro Conversions
- 93% Increase in Micro Conversions
The number of micro conversions, such as e-book downloads, increased by 93% compared to 2021.
- Lower Cost per Micro Conversion
The cost per micro conversion was reduced by 15%, demonstrating improved efficiency in our micro-campaigns.
Market Expansion
- New Market Discovery
In addition to focusing on key markets such as the United States and the United Kingdom, new potential markets were successfully identified.
- Focused and Exploratory Campaigns
Focused and exploratory campaigns provided valuable insights into new regions that delivered promising results.
Optimization and Tracking
- Enhanced Tracking and Qualification:
Improved tracking and lead qualification processes enabled accurate attribution of results to specific sources, including campaigns, keywords, locations, and devices.
- Clean and Efficient Ad Account:
The newly implemented structure resulted in an efficient ad account characterized by enhanced automation, machine learning, tracking, and optimization.
CONCLUSION
Lead Insights Drove Tangible Results
Through a well-executed strategic approach, Risely Digital helped Syskit shift its focus to its core product, Syskit Point, while significantly scaling its lead generation efforts. The combination of advanced advertising tactics, precise data tracking, and continuous optimization led to a substantial increase in qualified leads and the discovery of new markets. This case study highlights Risely Digital’s expertise in driving digital advertising success and delivering measurable results for its clients.