PPC: CASE STUDY
How Appriss Retail Achieved 362% Improvement in ROAS
Performance Over Time
Lead-to-MQL Conversion Growth
THE CLIENT
Appriss’s B2B Challenge
Appriss helps major retailers protect their revenue streams while maintaining excellent customer experiences. Following strategic expansion, Appriss needed to launch its new fraud prevention platform into an extremely specialized market where precision marketing would be critical to success.
- Working with Somebody Digital has been incredibly valuable for us. Their recommendations, especially for optimizing our landing pages, are always welcome, and we’ve even gained the ability to run our own A/B tests, which is a significant step forward. The quality of leads we’re seeing is consistently good, coming from a nice mix of sources. They truly grasp our audience, helping us connect with key decision-makers, which is crucial for implementing our solutions. Somebody Digital is a results-driven partner, and I consistently praise their valuable support!
Leslie Nienaber
Senior Manager, Digital Marketing and Operations | Appriss Retail
THE STRATEGY
Reaching Decision Makers in an Ultra-Niche Market
“Appriss faced a unique B2B marketing challenge,” says Stephanie Walters, Head of Global B2B Marketing, “which was launching a brand-new fraud prevention platform into a market consisting of only 110-135 viable enterprise retailers globally”. This ultra-niche Total Addressable Market (TAM) meant every marketing dollar needed surgical precision. The core challenges included:
Microscopic Target Universe
With fewer than 135 companies meeting their Ideal Customer Profile ($1B+ revenue, 200+ stores), traditional volume-based marketing approaches would fail
Poor Lead Quality
Lead-to-MQL conversion rates of only 34.44% indicated targeting and messaging misalignment
High Rejection Rates
31.44% of leads were being rejected by sales, wasting precious budget in such a limited market
Complex Decision-Making Units
Multiple personas (Loss Prevention, Finance, Operations, Technology leaders) required different messaging and content approaches
THE SOLUTION
A Surgical Eight Point B2B PPC Strategy
The Optimization Process
We developed a precision-focused B2B PPC approach designed specifically for ultra-niche markets.
Surgical Account Targeting
Using 6sense data integration with LinkedIn and Google, campaigns targeted exact job titles within the 110-135 target companies, ensuring zero waste in such a limited market.
Key Features:
- Integration with 6sense ABM platform
- Precise job title targeting
- Company-level account filtering
- Zero ad spend waste
Advanced Lead Scoring Matrix
Implementation of a sophisticated scoring system that qualified leads based on 10+ criteria including company size, role seniority, engagement patterns, and content consumption.
Persona-Driven Content Mapping
Development of a comprehensive content matrix mapping six primary personas across four funnel stages, delivering highly relevant messaging at each touchpoint.
Multi-Channel Integration
Orchestrated LinkedIn (upper/mid-funnel) and Google Search (lower-funnel) campaigns with seamless retargeting flows and cross-platform attribution.
CRO-Optimized Landing Pages
Rapid iteration of landing page designs, including a complete rebuild when initial concepts underperformed, achieving progressive CRO improvements.
Advanced Analytics Infrastructure
Custom dashboard development consolidating lead flow, keyword performance, and revenue attribution across multiple platforms into a single source of truth.
THE RESULTS
Exceptional Performance Across All Metrics
The precision-targeted B2B PPC strategy delivered remarkable results, exceeding targets across every key performance indicator while securing high-value enterprise clients.
Devon Hyde
Director, Digital Strategy & Client Solutions at Somebody Digital
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