Increasing ICP Score and Quality Contact Volume
🧩Objective
Elevate the quality of leads generated through PPC efforts by increasing the number of contacts matching our Ideal Customer Profile (ICP), and improve the ICP Score across campaigns compared to the previous year.
✨Strategy & Execution
As part of our strategic shift to prioritize quality over quantity in lead generation, we placed a stronger emphasis on targeting our ICP across all paid media channels. The goal was not only to bring in more leads but to bring in the right leads—those who matched our defined ICP based on firmographics, behavior, and engagement signals tracked in HubSpot.
- Conducted a deep analysis of the previous year's lead data to understand which segments yielded the highest-quality conversions and revenue.
- Revised audience targeting settings in Google Ads and LinkedIn Ads to focus more narrowly on high-fit segments (specific industries, job titles, company sizes).
- Refreshed ad copy and creative to speak directly to pain points and needs of our ICP personas.
- Aligned gated asset promotions (whitepapers, reports) with the key interests of ICP segments to increase relevance and engagement.
- Used HubSpot’s reporting dashboard to continuously track ICP scoring trends and contact quality by source.
📈Results
- Achieved a +50 contact increase in ICP-aligned leads compared to the previous year.
- Boosted the average ICP Score across campaigns, confirming stronger alignment between PPC-generated leads and sales expectations.
- Improved internal alignment with the sales team, who reported higher satisfaction with lead quality and follow-up potential.
💡Takeaway
This initiative proved that PPC doesn’t just drive volume—it can be a powerful tool to fine-tune lead quality. Through careful persona alignment and continuous performance tracking in HubSpot, I was able to make measurable improvements in both the quantity and strategic value of our contact database.
Case Information
Clients
:
Hidden
Location
:
DACH-BENELUX-FRANCE
Date
:
January 2024 – January 2025
website
:
Hidden
Budget
:
€ 1.000.000