ePac PPC Management
Overview
Client: ePac Flexible Packaging
Industry: Flexible Packaging
Services: PPC Management
Results:
35% Salesforce Handoff Rate
$76 Average Cost Per Lead
Objectives
- Improve overall lead quality while maintaining efficient cost-per-lead performance
- Attract businesses aligned with ePac’s product offerings and minimum order requirements
- Reduce irrelevant consumer traffic and wasted paid media spend
- Connect downstream sales data to campaign performance for clearer lead-quality measurement
- Expand visibility among high-intent prospects searching for flexible packaging solutions
Strategies
35%SalesforceHandoff Rate
$76AverageCost Per Lead
Our initial audit identified significant campaign overlap between product lines, wasted spend from irrelevant searches, and limited visibility into actual lead quality. We implemented a complete account rebuild designed to improve targeting precision and connect paid media performance to qualified pipeline contribution.
- Reorganized campaigns by product line and search intent to eliminate internal competition
- Removed irrelevant and consumer-focused search terms that did not meet minimum order requirements
- Refined ad copy to communicate product fit and lead-qualification signals more clearly
- Implemented value-based bidding to balance lead volume, efficiency, and conversion quality
- Connected Salesforce data to individual leads for greater visibility into downstream performance
- Used Salesforce handoff percentage as a measurable indicator of lead quality
- Tested additional high-intent industry keywords to reach new qualified searchers
- Continuously refined targeting and messaging to reduce waste and improve sales-ready lead alignment
Impact
By restructuring the account, refining targeting, and integrating Salesforce data for closed-loop optimization, ePac established a measurable foundation for improving both lead quality and paid media efficiency.
Paid search now consistently meets the client’s cost goals while exceeding industry lead-quality benchmarks, creating a scalable source of high-intent pipeline opportunities.
