Building a broader lead base across Germany

The challenge

Dramatically increase the volume of online leads for The Gap Partnership in Germany’s negotiation training courses, by boosting their online search visibility.

The audience

Procurement professionals looking to upskill their employees.

The work

Following in-depth competitor analysis, opportunity analysis and keyword research, we created a targeted programme of activity to drive qualified leads using both paid-for media (PPC) and organic tactics. 

PPC: An optimised set of keywords, with geo and time-of-day targeting, ensured visibility for audiences searching for negotiation training courses. Landing pages bespoke to the user’s search term were then used maximise conversions. 

Organic: We devised a localised link-building campaign, to secure keyword-rich articles on third party websites, that contained SEO-optimised links back to The Gap Partnership.

The results

A dramatic increase in leads with a 16-time ROI.

The activity was so successful that it continues to run 2 years after inception and is continually optimised.