Evercam’s Multi-Region Campaign Strategy
1. Budget Allocation & Channel Strategy
With a $2K/month budget per region, I prioritized high-performing channels to maximize lead generation and product adoption for this construction tech SaaS platform:
| Channel |
Budget Split |
Objective |
Key Tools/Strategies |
| LinkedIn Ads |
40% ($800) |
Target decision-makers |
Sponsored Content, InMail campaigns |
| Google Ads |
35% ($700) |
High-intent keyword traffic |
Responsive Search Ads (RSA), Display ads |
| Facebook Ads |
25% ($500) |
Brand awareness & retargeting |
Lookalike Audiences, dynamic ads |
2. Campaign Execution & Results
LinkedIn Ads
- Targeted architects, project managers, and developers using LinkedIn’s Matched Audiences feature to retarget webinar attendees and existing leads.
- Ran Sponsored Content campaigns focused on Evercam’s unique value propositions (e.g., “AI-powered site monitoring”), achieving a 4.2x ROAS and a 28% MoM increase in leads.
- Used InMail campaigns to nurture high-value prospects, resulting in a 15% higher response rate compared to email outreach.
Google Ads
- Focused on high-intent keywords like “construction project management software” and “site monitoring solutions,” improving CTR by 15% through RSA optimization.
- Ran Display campaigns showcasing product features (e.g., time-lapse videos of construction sites), increasing brand search volume by 25% YoY in APAC.
Facebook Ads
- Segmented audiences by job roles (e.g., “site managers”) and company size using Facebook’s Detailed Targeting feature.
- Retargeted users who interacted with LinkedIn or Google Ads via dynamic product ads, reducing CAC by 18% across all regions.
3. Demand Generation Integration
- Partnered with product marketing teams to align paid campaigns with feature launches, driving a 50% increase in product adoption rates.
- Created customer personas based on regional insights (e.g., APAC’s preference for time-lapse features vs. North America’s focus on AI-powered analytics), tailoring messaging for each market.
4. Technical Implementation & Attribution Modeling
- Configured GA4 funnels: Tracked user journeys from ad engagement to product trial sign-ups, identifying drop-off points (e.g., onboarding).
- Looker Studio Dashboards: Centralized data from LinkedIn Ads, Google Ads, and Salesforce pipelines to measure CAC and LTV per region.
- Automated reporting workflows: Used Make (Integromat) and Zapier to streamline cross-channel attribution analysis.
5. Key Metrics Achieved Across Regions
| Metric | Outcome | Region |
|---|
| LinkedIn Ads ROAS | 4.2x | Ireland/UK |
| CAC Reduction | 18% YoY | North America |
| Brand Search Volume Increase | +25% YoY | APAC |
| Product Adoption Growth | +50% | All regions |