7,700+ Qualified B2B Leads in APAC Generated with Pinpoint Strategy in Competitive Biotech Industry
In partnership with one of the world’s most respected German biotech companies, we were brought on to support a mission as critical as the lives it impacts, advancing cancer diagnostics through smart, AI-powered solutions.
Their anatomic pathology division had spent over 150 years building a legacy of precision and innovation. With powerful tools that streamline everything from biopsies to diagnosis, they serve hospitals, research centers, and life-science organizations across the globe. But even with this unmatched pedigree, reaching the right audience proved difficult.
Expanding across Asia-Pacific, the client needed to engage a particular group of decision-makers, pathologists, lab directors, and research scientists who demand dependable, data-driven solutions. The challenge? Breaking through the digital noise in one of the fastest-growing, most competitive sectors in biotech.
We stepped in to lead a high-impact B2B lead generation strategy focused on visibility, authority, and conversion. The goal wasn’t just to deliver leads but to spark meaningful conversations, foster trust, and ultimately, help shape the future of cancer diagnostics in the region.
As the telehealth industry surged during and after the pandemic, mental health providers faced fierce competition, strict compliance requirements, and a growing patient demand for online convenience.With many practices vying for qualified patients under tight budgets and Google’s evolving health-ad policies, standing out required more than generic ads—it needed a targeted, quality-focused approach.
That’s where our team came in to build a refined lead-generation strategy that would drive phone-call bookings of patients who would pay out of pocket and become long-term clients.
Targeted Search Strategy, Conversion-Focused Creative, and Continuous Optimization Were Key to Driving Great Qualified Leads
To tackle these challenges, our team began with an in-depth audit of each APAC account’s historical performance data. We consolidated 200+ campaigns into focused ad groups based on intent and region, ensuring each keyword had clear match-type rules to prevent inefficiencies. We then performed granular audience research, segmenting by industry role and intent signals.
We rebuilt the keyword portfolio by pruning low-performing terms, expanding high-volume and high-intent keywords, and scaling winning terms. As part of this restructuring, we also incorporated upselling and cross-selling strategies to maximize the value of each customer interaction. For ad creative, we wrote compelling headlines that reinforced the brand’s positioning and strong call-to-action messages. We A/B tested responsive search ads, iterating every three weeks based on click-through and conversion rates.
To support these efforts, we optimized multi-channel landing pages and implemented robust tracking to ensure end-to-end visibility of user interactions across touchpoints. Budget allocation was corporately aligned using performance thresholds—allocating more spend to high-performing regions and campaigns, while pausing underperformers. Over- and under-budget issues were addressed systematically. We enhanced tracking by rebuilding Google Tag Manager containers, setting up cross-channel funnel tracking, and configuring goal-based triggers for form fills and resource downloads.
Finally, we documented all processes in a standard operating procedure, covering keyword additions, bid adjustments, and tracking audits. This ensured consistency across India, ANZ, and Greater Asia accounts.any
To reach the right audience, we built granular keyword groups that targeted therapy-related search terms while excluding insurance-related phrases. We refined our negative keyword list continuously to prevent irrelevant traffic also Ad copy was crafted to emphasize Salty Peaks’ holistic, evidence-based approach and telehealth convenience, driving home the message of intentional, self-funded care.
Next, we implemented bid adjustments for geographic targeting in Iowa and North Dakota, ensuring maximum visibility in those states. We monitored search term reports daily, pausing underperforming keywords and scaling budgets to top converters.
Despite Google’s stringent health ad policies, our compliance checks ensured seamless campaign delivery, navigating policy reviews without a hitch.
Throughout the campaign, our team collaborated closely with the client to align messaging and adjust targeting based on patient feedback. This iterative process allowed us to focus our spending where it mattered most: searches from motivated adults ready to invest in their mental wellness.
Challenges
The Goals
- Simplify and streamline the campaign structure to eliminate inefficiencies and overlapping keyword targeting.
- Improve the quality of B2B leads while maintaining a low cost per conversion across multiple APAC regions.
- Achieve a high Search Impression Share to support brand visibility and awareness objectives.
- Establish reliable, end-to-end multi-channel tracking to enable accurate performance attribution and inform ongoing optimizations.
- Implement intelligent budget allocation strategies to ensure high-performing regions and campaigns receive appropriate investment.
- Enhance the effectiveness of multi-channel landing pages through improved alignment with ad messaging and robust tracking.
- Identify and leverage upselling and cross-selling opportunities to increase customer value.
- Standardize account management processes across all regional accounts, including keyword updates, bidding strategies, and tracking audits.
The Results
- Achieved over 90% Search Impression Share in key campaigns, significantly enhancing brand visibility across APAC markets.
- Generated more than 7,700 qualified B2B leads, substantially exceeding initial lead generation targets.
- Created over USD 6 million in sales pipeline opportunities, driven by high-intent inquiries with substantial deal value.
- Delivered consistent and transparent lead flow, earning positive client feedback regarding lead quality and value.
- Secured ongoing engagement and expanded collaboration with the client, based on the success of the strategy and execution.
- Provided a scalable framework through standardized SOPs and enhanced tracking infrastructure, ensuring long-term performance sustainability.
