When we began working with Kemp Technologies our objective was to grow the quantity of leads coming through their search channels. For paid search, this meant putting a big focus on optimising the campaigns based on the areas that were driving the most leads and we were very successful in doing this with Kemp’s paid search lead volume up 121% YoY in Q1 2021. However, the high quantity of leads coming through began to cause issues for their sales team as more leads meant a lot more work was required to identify the high-quality leads amid the ‘noise’ created by poor quality leads. Following discussion with the client, we decided to refocus our strategy from focusing on driving lead volume to focusing on driving high quality leads. This is easier said than done as while we had plenty of data around lead quantity, we had no data which told us anything about lead quality that we could use to optimise our campaigns.