Transforming Ad Strategy: Belmark & Chameleon Collective’s Partnership

Challenge:

Belmark, a leader in label and packaging manufacturing since 1977, had a goal of driving more qualified leads to their inbound sales team. Belmark lacked the in-house experience to manage paid media channels and sought out a partner to help with the strategy and execution of their biggest source of leads, Google Ads.

Approach:

Chameleon Collective began the engagement with Belmark by first assessing the current and past performance of their Google Ads channel. During the initial audit, Chameleon Collective discovered that only 50% of the conversions that came through Google were relevant leads for Belmark’s business. To fix this issue, Chameleon Collective reviewed all of the search terms that led to conversions and website traffic and implemented a robust negative keyword strategy to eliminate wasted ad spend. After improving the quality of ad traffic, the next phase of the engagement was to expand the Google Ads account to cover new non-brand keywords, improve ad copy and extensions to boost CTR, and start optimizing bids and conversion rates. The ad budget was then significantly scaled to capture as much lead volume as possible.

Impact:

Within the first couple months of Chameleon Collective taking over Google Ads strategy and management in early 2021, Belmark’s qualified lead rate jumped from 50% to more than 95%. In 2021, Chameleon Collective grew Belmark’s total qualified leads by 62% YoY. In 2022, leads grew by 74 % and most recently in 2023, Chameleon Collective has increased Belmark’s ad spend by 60%, increased leads by 67%, and decreased cost per lead by more than 22% vs 2022.