01
Platform
The heart
Tekla
A *sign-up success story* for Tekla.
Conversion-focused paid search, display, video and Performance Max campaigns driving free trial sign-ups and brand awareness for Trimble's Tekla engineering software across the UK.
The numbers
1.13M
Ad impressions
43K
Clicks
15K
Software users every month
02 / 06
The challenge
Plenty of free trial sign-ups, *not all with budget to buy.*
Trimble chose to work with us to increase brand and product awareness and, ultimately, sales of its Tekla software and training courses.
Trimble offers free trial periods for Tekla Tedds and Tekla Structural Designer across the UK, and large numbers of architectural and construction engineers enquire and sign up.
That made every campaign a balancing act. It had to target the right demographics, focusing on industry professionals with the budget to spend on Tekla software and training courses.
03 / 06
The B2B lead generation system
The parts of the system we used.
This project used two parts of the system: reactive search ads to reach engineers when they search, and proactive display, video and Performance Max to build awareness. Both were aimed at free trial sign-ups that Trimble's sales team could follow up.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
We took ownership of Trimble's paid search, with tailored messaging promoting free trials of Tekla Tedds and Tekla Structural Designer, and removed non-converting search terms in real time to prevent wasted spend.
04
Proactive
Broadcast
Display, video and Performance Max campaigns targeted engineers and other construction and design specialists across the UK, and also promoted Tekla's design for manufacture and assembly ebook and its webinars.
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Know the engineer, *track the sign-up.*
Square 1:1
Step 01
Know the audience
We took ownership of Trimble's paid search campaigns and rapidly improved conversion rates and lead generation. Tekla software is designed for construction, engineering and architectural professionals, so getting to know that precise demographic came first.
The PPC team then built campaigns around carefully tailored messaging promoting free trials of Tekla Tedds and Tekla Structural Designer.
Square 1:1
Step 02
Run every format
Search, Display, video and Performance Max campaigns targeted engineers and other construction and design specialists across the UK. They also promoted Tekla's design for manufacture and assembly (DMFA) ebook, and switched to promoting webinars rather than in-person training events.
Square 1:1
Step 03
Track what counts
Trial sign-ups happen across multiple sub-domains, so we built new event and goal completions in Google Analytics and use event-based tracking as the conversion. That lets us track how the free trials perform, along with conversion rate across channels and the impact of Google Ads. Sign-ups feed into Trimble's sales process, where the sales team contacts each user.
We cut wasted spend by analysing user behaviour, recognising patterns and optimising campaigns in real time, for example by removing non-converting search terms. Weekly and monthly reports let both teams analyse the data and make informed decisions.
05 / 06
In their words
I have found the Ascensor team easy to work with. They respond well to the brief given and also come back with suggestions and ideas on ways to improve our goal completions, which shows in results. Regular reporting helps with communication and they always respond quickly when contacted.
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Marian Thomasson
Marketing Manager
·
Trimble Solutions
06 / 06
The results
What changed for
Tekla
Over 12 months the campaigns delivered 1.13m impressions and 43,000 clicks to the Tekla website, with free trial sign-ups feeding leads to Trimble's sales team. With that reach, Tekla continues to be a leader in global engineering technology.
R01
1.13M
Ad impressions
Ad copy and images weighted towards brand awareness and product trials delivered 1.13m impressions in a 12-month period.
R02
43K
Clicks
43,000 clicks went through to the Tekla website, with campaigns making sure new and returning users reached tekla.com/uk as a new website launched.
R03
15K
Software users every month
Tekla software has 15,000 users every month. Free trial sign-ups from the campaigns feed into Trimble's sales process for follow-up.
In short
Plenty of people want a free trial. The job is *finding the ones with budget.*
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