Content-download landing pages plus new PPC: +62% lead volume
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsCustom landing pages offering high-funnel content downloads, launched with rebuilt search campaigns, came with a reported 62% rise in lead volume for Alert Logic.
KlientBoost ran this engagement for the managed cybersecurity company and published it as a PDF case study.
Ad structure, offers and pages changed together, so the page's own share of the lift is unknown.
- Lead volume: +62%, which the source calls a record for the company.
- Cost per marketing qualified lead: down 32%, a sign the extra leads were not all low quality.
- Cost per conversion: down 39%.
- No sample size, duration or significance was shared.
Control
Alert Logic's earlier paid campaigns and destination pages, run with a previous agency.
Variant
KlientBoost built custom landing pages around early-stage offers such as content downloads. It also restructured search with single keyword ad groups, match-type campaigns and dynamic search ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A content download asks less of a visitor than a demo request, so more early-stage buyers convert.
- Tighter keyword groups make it easier to match each ad and page to the search.
- Cost per qualified lead falling suggests the offer drew relevant buyers, though lead quality downstream was not shared.
Caveats: Agency-reported before/after result for a whole paid-media engagement, not a split test. Ads, keywords, targeting and landing pages all changed together, and no sample size, test duration or significance was shared.
Who ran it
KlientBoost ran this test for managed cybersecurity services and published the results (KlientBoost case study (PDF)). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we offer a relevant content download on paid landing pages instead of only a demo request, then lead volume will rise because early-stage buyers get a lower-commitment way to engage.
- Primary metric
- Lead form completions from paid traffic
- Guardrails
- Cost per marketing qualified lead
- Lead-to-opportunity rate
- Who should test it
- B2B security and IT services firms with long sales cycles. It may not pay off if your sales team cannot nurture content leads into deals.
Questions
Are content download leads worth less than demo requests?
They are usually earlier in the buying process, so fewer turn into deals quickly.
Track cost per qualified lead and pipeline, not just lead count.
Can I credit a PPC lift to the landing page alone?
Not when the ads, keywords and targeting changed at the same time.
To isolate the page, send the same paid traffic to the old and new page in a split test.