Services Used
Metabolon is a global leader in advanced metabolomics services and data analytics, empowering pharmaceutical and life science organizations with actionable insights for biomarker discovery, drug development, and personalized therapies.
Despite strong technical capabilities, Metabolon's PPC campaigns were underperforming. Lead acquisition costs were skyrocketing, conversion rates were inconsistent, and the team lacked clarity on channel performance. They partnered with Marzipan to transform paid search into a lean, performance-driven engine that scales.
While Metabolon had a strong offering and a clear value proposition, their paid media efforts were falling short – plagued by high costs, inefficiencies, and a lack of visibility into what was truly driving results:
To cut down wasted spend and improve efficiency, we analysed conversion patterns across different days and times. The data revealed clear performance peaks – specific windows where cost-per-lead dropped significantly.
Using these insights, we restructured daily budget allocations to concentrate spend during high-efficiency periods. This simple but powerful shift maximised lead volume while reducing unnecessary ad spend – getting more from every pound invested.
We began with a detailed audit of geographic performance, uncovering several high-potential regions that were previously underfunded, despite delivering leads at a much lower cost.
To capitalise on these findings, we restructured campaign budgets to favour top-performing locations. Budgets were dynamically redistributed in real time based on live data, ensuring spend was always focused where it delivered the best returns.
To unlock fresh opportunities, we tested Google's Performance Max campaigns – quickly proving their value as they outperformed existing tactics across the board.
Building on that success, we broadened the channel mix by launching Microsoft Ads and content syndication networks. This diversification brought in new, high-quality traffic at lower costs, expanding the lead funnel while reducing reliance on a single platform.
To boost conversion rates, we ran continuous A/B tests across key landing pages – experimenting with everything from headlines and intro copy to form buttons and calls to action.
Each test delivered insights into what resonated with prospects, allowing us to refine the creative based on real behaviour. The impact was immediate: some small copy changes led to performance jumps of over 86%, proving the value of ongoing optimisation.
To improve campaign precision, we connected Google Ads directly with Salesforce – feeding real sales conversion data back into the platform.
This integration gave Google's machine-learning models access to high-quality, first-party signals, enabling smarter bid strategies focused on genuine revenue outcomes – not just clicks. The result was tighter targeting, better lead quality, and a more efficient use of budget.
Not all leads are created equal – so we dug into Salesforce data to identify which keywords were generating real sales opportunities versus low-value form fills.
By mapping this insight back into the Google Ads platform, we were able to prioritise the highest-performing keywords and cut back on those that drained budget without delivering ROI. The result: more qualified leads, fewer distractions, and a tighter sales funnel.
“Marzipan didn't just build a site, they built a solution. One that works for our users, supports our sales team, and reflects who we are.”
Sean I
VP Global Marketing
