Paid Media and PR Accelerate Growth for Promevo
SaaS cloud company hits pipeline goals through strategic paid media management and PR.
Overview
Promevo, a Google Premier Partner specializing in comprehensive Google Chrome, Google Cloud Platform (GCP) and Google Workspace (GWS) solutions — including their proprietary software gPanel® — needed a strategic digital marketing partner to help them achieve their aggressive growth targets.
With a tight timeline of only six months to launch their initial campaigns, the cloud company looked to Walker Sands to establish a paid search and social program from the ground up, with a focus on LinkedIn and Google Ads. Walker Sands delivered impressive results that exceeded expectations, setting the stage for an expanded partnership that incorporated PR to build credibility, differentiate the brand and accelerate growth.
marketing qualified leads
pipeline generated
return on ad spend
total PR placements
The Challenge
Promevo came to Walker Sands looking for a strategic paid media partner that could help them generate high-quality leads and build a robust sales pipeline on a tight budget and timeline. As a Google Premier Partner, Promevo needed to stand out in a competitive market while meeting aggressive revenue and pipeline goals every six months to secure further funding.
Building on the momentum of the paid media program, Promevo turned their attention to a second challenge: standing out in a marketplace crowded with Google partners. Senior IT leaders view Google partners as largely interchangeable, making it difficult for Promevo to differentiate. They also wanted to showcase their executive expertise to position themselves as a holistic IT partner, not simply an extension of Google.
The Solution
Phase 1: Paid Media Launch and Acceleration
Walker Sands designed a paid media strategy targeting decision-makers at SMB organizations who could benefit from Cloud or Google Workspace solutions. The program spanned Google Search, Google Display and LinkedIn with tailored messaging to guide audiences through the buyer journey.
We created net-new content, including blogs and a tipsheet, to support the first-ever LinkedIn ad campaigns for Promevo. When website delays threatened to slow momentum, we launched interim campaigns to fuel the pipeline while preparing for the full campaign launch.
Our phased approach combined:
- Always-on Google Search to capture high-intent buyers
- LinkedIn image ads to build awareness with target accounts
- Remarketing campaigns on LinkedIn and Google to re-engage site visitors
- Gated content promotions to generate MQLs
- Bottom-of-funnel ads to convert leads into opportunities
This comprehensive strategy ensured we engaged prospects at various touch points throughout the customer journey, nurturing them from initial awareness to generating significant opportunities for Promevo.
Phase 2: PR for Credibility and Consideration
Eighteen months into the partnership, Promevo kicked off a strategic PR program to build on the paid media success by targeting a critical brand need: earning credibility among senior IT leaders and driving consideration against larger competitors.
Our PR strategy focused on:
- Thought leadership outreach to share differentiated perspectives
- Newsjacking to insert Promevo executives into timely, relevant industry conversations
- Data-driven outreach to substantiate messaging with market insights
This earned media approach resulted in coverage in highly credible outlets, amplifying Promevo’s authority in the Google ecosystem. We were able to jump on timely news such as Google’s new Gemini Pricing plan to position ourselves as a strong, forward-thinking strategic partner.
The Value of an Integrated Paid + Earned Media Agency Partner
The paid and earned media programs worked in tandem to maximize results.
Paid media promoted key PR placements through thought leadership ads, ensuring Promevo’s most authoritative content reached target accounts. Meanwhile, PR coverage lifted brand awareness and sentiment, priming audiences to respond more positively to paid ads.
This synergy allowed Walker Sands to extend the reach and impact of both programs, reinforcing Promevo’s credibility and value proposition at every stage of the funnel.
The Results
Walker Sands’ strategic paid media efforts enabled Promevo to not only reach but surpass its aggressive growth goals. Working against a tight budget and timeline, the partnership was able to deliver impressive results.
In just over three months, paid media generated 191 new leads with a 60% qualification rate, resulting in 115 MQLs and more than $320,000 in pipeline revenue. ROAS reached an impressive 254%.
The PR program secured 22 placements including 10 placements in tier 1 outlets, achieving 86% key message pull-through and reaching 19.2 million UMV.
Combined, these efforts helped Promevo exceed its goals, solidifying the company’s position as a trusted, innovative partner in the Google Cloud ecosystem.
