Driving Jenji’s Growth – 72% Lead Increase with Google & LinkedIn Ads

The primary goal for the first half of 2022 was to increase the number of leads (MQLs) globally, meeting specific targets set by the Head of Marketing. Germany was a crucial part of this growth strategy, requiring us to capture market share from established competitors in the region. However, entering the saturated German market presented a significant challenge for Jenji, as the expense management software industry was crowded with competitors like SAP Concur, Expensya, Yokoy, and others.

While Jenji was a leading solution in Europe, it was relatively new in Germany and needed to establish a stronger presence. Additionally, the brand’s identity, built around comic sketches, posed a challenge in establishing the necessary authority within the B2B fintech sector.

After thorough market research, we discovered that potential customers were more inclined to search for specific brands rather than generic expense management solutions.

Recognizing the need to build trust among German companies, particularly given Germany’s high uncertainty avoidance score on the Hofstede matrix, we knew it was essential to establish a strong and trustworthy market position for Jenji.

To differentiate Jenji from its competitors, we worked closely with Jenji’s marketing team to deploy a wide range of content, including comparison statistics, user testimonials, product demo videos, and eBooks, aimed at building higher trust in the brand.

Our Google Ads strategy focused on targeting competitors’ keywords to capture potential leads searching for similar solutions. At the same time, we worked on improving Jenji’s visibility in search results for specific, finance-related software keywords. On LinkedIn, we adopted a content-driven approach, promoting valuable resources produced by Jenji’s marketing team.

We also shifted by exclusively using illustrated content, to incorporating images of real people to align with the B2B sector in our advertising material.

• We deployed our strategy across Google and LinkedIn Ads, with each platform playing a vital role in achieving the desired outcomes. On Google, our approach included not only search campaigns but also display ads, YouTube ads, and app promotion through UAC.
• For Google search, we launched three focused campaigns: one targeting generic keywords related to Jenji’s financial solutions, another brand-specific campaign to maintain Jenji’s visibility against aggressive competitor bidding, and a third campaign focused on competitor keywords to position Jenji as an alternative for users searching for rival solutions.
• On LinkedIn, we created two types of campaigns: one for brand awareness through educational content and another focused directly on lead generation. We also employed remarketing strategies to re-engage users who had previously interacted with our ads or visited the website. We targeted potential customers based on job functions and specific companies identified by Jenji’s marketing team.
• Throughout the lifetime of the campaigns, we continuously A/B tested different landing pages and ads to ensure the highest conversion rates. We leveraged content produced by Jenji’s team as advertising material, and our efforts were guided by ongoing monitoring and optimization to achieve maximum results.

• The YoY growth from H1 2022 to H1 2023 marked a remarkable result – globally, the number of leads (MQLs) increased by 72%.
• Despite a lower media budget in H1 2022, we boosted the number of leads while simultaneously reducing the CPL by 28% PoP to 105€.
• Germany saw significant growth, with a 65% increase in leads QoQ (January 2022 vs. December 2021).
• Successfully captured early-stage leads from LinkedIn, marking Jenji’s first foray into the platform, which provided a new stream of prospects for future nurturing and conversion.