Ausgangslage
The client produced highly specialized industrial components for the Asian market. Manual data maintenance between the CRM and ad accounts led to inconsistent audiences. This resulted in a high cost per lead and inefficient budget allocation.
Umsetzung
We implemented a server-side synchronization between SAP and Google Ads. Real-time updates on existing customers and lead statuses were integrated directly into the campaign logic. The technical integration was carried out via a middleware service within six weeks.
- Real-time sync: Lead status from SAP updates exclusions in Google Ads.
- Dynamic product feeds: Price and availability data from the ERP.
- Automated exclusions: Existing customers are excluded from acquisition campaigns.
Ergebnis
After going live, acquisition costs decreased significantly. The budget was distributed more efficiently among high-quality prospects. The conversion rate increased due to more relevant targeting groups.
| Metrik | Vorher | Nachher |
|---|---|---|
| Cost per Lead | 145 EUR | 109 EUR |
| Budget-Effizienz | 72 % | 95 % |
| Klickrate | 2.1 % | 3.4 % |
Learnings
Server-side integrations are essential for B2B manufacturers with complex ERP systems. Manual processes do not scale with growing data volumes. A direct data connection ensures the quality of marketing spend.
Results
- -25 % – Kampagnenkosten
- +38 % – Conversion-Rate
- 6 Wochen – Implementierungszeit