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Case Study

Tecsys: Optimising PPC for Sustainable Growth and ROI with Avidly

Tecsys partnered with Avidly to transform their marketing and drive growth. As part of that, we have refined and optimised their paid advertising strategy, ensuring a structured, data-driven approach that aligned with its long sales cycles and target industries. 

By restructuring its Google and LinkedIn Ads and testing new platforms, Avidly helped Tecsys achieve measurable improvements in efficiency, lead quality, and cost-effectiveness.

The Background

Company: Tecsys
Industry: Enterprise Software & Distribution
Region: US & Canada

Tecsys is a leading provider of enterprise software solutions designed for the distribution sector, with a strong focus on healthcare and supply chain management. Given the complexity of its offerings, Tecsys operates within a long buying cycle, where large hospital groups and distribution networks require extensive evaluation before committing to long-term software investments.

Their PPC strategy needed to align with these extended decision-making processes while ensuring that budget allocation targeted the most profitable sectors.

The Challenge

 

Tecsys was running multiple Google Ads and LinkedIn campaigns with little structure to the campaigns.
The key challenges included:
  • Lack of a structured funnel: Campaigns did not have a clear journey from awareness to conversion, leading to inefficiencies in budget allocation and targeting.
  • Budget allocation issues: No clear segmentation of budget per vertical, meaning funds were not being optimally distributed across high-performing industries.
  • Sales team alignment: The PPC strategy wasn’t aligned with the sales team’s needs, leading to misaligned expectations and gaps in lead nurturing.
  • Exploring new channels: Tecsys wanted to test additional advertising platforms to maximise their reach, particularly in the healthcare sector.

The Solution

 

To address these challenges, Avidly undertook a comprehensive restructure of Tecsys’ PPC approach, ensuring every campaign was designed to support a defined marketing funnel. The key initiatives included:
  • PPC Funnel Restructure
    • Implemented a structured funnel to ensure each campaign had a clear objective, from awareness to conversion.
    • Established strict criteria for new campaign launches to ensure alignment with business goals.
    • Segmented budget allocation by vertical, ensuring resources were focused on the most profitable sectors.
  • Platform Optimisation
    • Google Ads & LinkedIn: Streamlined and optimised campaigns, refining audience targeting and ad creatives to enhance engagement and conversion rates.
    • Bing Ads Testing: Recognising Bing’s strong healthcare demographic, Avidly tested campaigns on the platform, achieving a 4.8% CTR YTD with a $1.41 CPC.
    • Netline Pilot: Given its mixed success with other clients, Netline was tested as a potential lead source. The pilot generated 118 leads at $50 per lead, all from relevant industries. The campaign is currently paused while Tecsys reviews lead quality. 
  • Nurturing & Ongoing Optimisation
    • Conducted a funnel and lead nurturing review as part of Tecsys’ broader marketing strategy.
    • Ensured PPC campaigns supported a long-term lead development strategy rather than short-term gains.
    • Established a structured process for reviewing and reallocating budgets based on performance insights.

Results

The impact of Avidly’s PPC restructuring was significant, leading to measurable improvements in key performance indicators:

Impact of the changes on Google ads performance

  • CTR increased by 1%
  • Overall clicks increased by 12%
  • Conversion rate improved by 3%
  • Overall conversions increased by 15%
  • Cost per conversion reduced by 16%

LinkedIn campaign performance was not directly comparable due to frequent changes in campaign structure, but optimisations ensured alignment with Tecsys’ broader marketing goals.


The Impact


By implementing a structured, data-driven PPC strategy, Tecsys now has a well-defined advertising funnel that supports the long sales cycle of enterprise software sales. They also have a stronger alignment between marketing and sales, ensuring that ad spend translates into meaningful lead engagement.

By managing the strategy and better alignment, naturally they have been able to better manage the budget, prioritising high-performing industries and reducing wasted spend which in turn allowed for budget to be freed up for testing new platforms, particularly from Bing and Netline, informing future expansion and investment decisions.


Next Steps

  • Netline: Tecsys is reviewing the lead quality before determining the next phase of investment of this tool.
    Bing Ads: Given the strong click-through rate, Tecsys will increase the budget to its potential.
  • Ongoing campaign refinements: Avidly will continue to optimise campaigns and ensure Tecsys remains at the forefront of PPC performance in their sector.
  • Tecsys’ partnership with Avidly showcases the power of structured PPC strategy in driving sustainable growth, improving efficiency, and achieving long-term marketing success.

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