PPC Scale for Orion Labs

Orion Labs is the voice-first communication platform for deskless & frontline teams. With a focus on hospitality, transportation, logistics, and field services, Orion Labs provide cloud-based enterprise services including alert workflows, indoor positioning, geofencing, language translation, Health, Safety, & Environment (HSE) compliance checklists, and more.


The main goal was to increase the number of qualified leads at a reasonable CPA. The targeting criteria were as follows:

  • Enterprise leads (large companies with 10K+ employees);
  • Leads’ decision-making positions (C-level executives).

Originally, our main challenges were:

Rebuild Google Ads campaigns
We needed to create a PPC strategy that meets the targeting requirements – enterprise leads from specific industries holding leadership positions. Starting with targeting optimization and ending with updating ad texts and launching new ad types, we increased the accounts’ performance. Over the entire time of working on the Orion Labs project, we launched around 15 Google Ads campaigns and 7 Microsoft Ads campaigns.

Expand PPC strategy structure to Microsoft Ads
The idea was to expand traffic reach by launching Microsoft Ads. We created a Microsoft Ads (Bing) account and imported the best-performing ad campaigns from Google Ads. Unlike Google ads, there is an advantageous feature in Microsoft Ads: here, we are able to target highly relevant audiences using LinkedIn profile information. For B2B brands like Orion Labs, this is an ability to granularly target their campaigns to professionals registered on LinkedIn and searching on Bing along the three dimensions of industry, company, and job function.

Set up relevant lead tracking in Salesforce and HubSpot
It was essential to integrate Google Ads and Google Analytics with Orion’s CRM system to enhance lead nurturing workflow and analyze leads’ quality.


We developed the following strategy:

  • TOFU – Discovery Ads with Lead Forms and Display Ads
  • MOFU – Non-branded (general, competitors, industries) Google Ads and Microsoft (Bing) Search campaigns
  • BOFU – Display remarketing


  • AB tests of ads & extensions in Google and Microsoft Ads

The AB testing helps reveal a simple fix that immediately improves our viewers’ experience. Something seemingly insignificant, such as changing the call-to-action button, may increase our conversion rate.

  • AB tests of landing pages in Google Optimize

Google Optimize is a free tool that has direct integration with Google Analytics. Having access to GA data, this tool allows us to run different tests and experiments. After analyzing the results, we implemented the winning changes in terms of CRO.

  • Keywords/audience/segments/GEO (states/regions) optimizations

The metrics all impact one another, and by analyzing deeper each element above we can understand the root of why performance trends are occurring. Aimers approaches campaign optimization in a strategic and gradual way. There is always something that we can be testing or fine-tuning to improve performance and scale best-performing segments.

To control the quality of incoming leads, we utilized the following tools:

  • Hubspot (for lead tracking purposes);
  • Zoominfo (to evaluate incoming traffic based on the name and characteristics of companies where users work);
  • Microsoft Clarity (to analyze users’ behavior on the website).


Analyzing the Leads’ and Inbound Opportunities’ data, we decided to allocate more budget to the Paid Search accounts to get more qualified leads that may convert to Opportunities and Deals.
Over 5 months of accounts’ scale, we got the following results for Google Ads and Microsoft Ads:

  • Conversions increased by +255.5%
  • CPA decreased by -24.94%


Denis Yurchuk


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