Quill
24% YoY Increase in Search Impression Share, 16% Increase in Search MQLs, 2,300% Increase in Non-Search MQLs
24%
YoY Increase in Search Impression Share
16%
Increase in Search MQLs
2,300%
Increase in Non-Search MQLs
Company Info
- Company
- Quill Inc.
- Location
- Chicago, IL
- Industry
- B2B Podcasting Services
- Key Goal
- B2B Lead Gen
- Platforms
- Google Ads, YouTube Ads
About Quill
Quill Podcasting is a leading provider of podcast production services for B2B companies. They help brands launch, produce, and grow podcasts as a core content marketing channel. Despite strong word-of-mouth, Quill needed to scale paid acquisition and reduce their over-reliance on Search.
What Quill Was Facing
- Low impression share (under 10%) in Search
- Over-reliance on Search as the sole paid channel
- Lack of brand marketing and upper-funnel presence
How We Did It
Keyword Audit & Expansion
We conducted a thorough keyword audit to identify gaps and expanded the keyword set to capture more relevant search traffic and increase impression share.
Quality Score Focus
We improved Quality Scores across campaigns to lower CPCs and improve ad positioning, ensuring Quill could compete more effectively in Search.
Demand Gen Campaigns
We launched Demand Gen campaigns to build awareness and generate leads outside of traditional Search, reaching potential customers earlier in the buying journey.
Channel Diversification
We diversified into YouTube and Demand Gen campaigns to reduce reliance on Search and build a multi-channel acquisition engine that could drive upper-funnel awareness and lower-funnel conversions.
The Outcome
- 24% YoY increase in search impression share
- 16% increase in Search MQLs
- 2,300% increase in non-Search MQLs
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