360 CTI App

Our Approche:

We rolled out campaigns in phases:

Phase 1 (Days 1–14):
We launched traditional search campaigns with themed ad groups by service type and geo. While they generated some results, top ad positioning was a challenge.

Phase 2 (Days 15–35):
We transitioned to a SKAG (Single Keyword Ad Group) approach with high-intent commercial keywords. This lifted our ad rank and quality score noticeably, and ad performance improved.

Phase 3 (Days 36+):
To maximize budget control, we segmented campaigns by match type (Exact, Phrase) and introduced age-based targeting. This helped us isolate high-performing segments and allocate budgets more intelligently.

For the UK and US markets, we implemented LinkedIn ABM campaigns—running Conversation Ads, Message Ads, and targeted InMail. These campaigns were layered with CRM firmographics and job title-based targeting for optimal ABM performance.

Most critically, instead of endlessly expanding keyword lists, we built a strong negative keyword foundation that helped reduce junk traffic and bot submissions.

Challenges

High CPL in early stages ($220+)

UK CPCs were more expensive than US and India

Limited early-stage performance from generic ad group structures

Bot traffic & irrelevant clicks skewing results

Complexity in segmenting international campaigns by market and match type

Early underutilization of LinkedIn’s B2B targeting potential