Challenge

In Q2 2024, ZoomInfo was facing a growing cost-efficiency problem in branded search. CPCs were rising sharply on high-volume queries, especially the exact match keyword “ZoomInfo.” Yet lead volume remained flat.

The core issue: paid visibility was being maintained, but not justified. Spend was increasing without clear incremental return, and organic coverage already dominated the SERP. The question wasn’t how to show up, it was when paid search actually added value.

ZoomInfo needed to protect demand capture without overspending on traffic they were likely to get organically.

Strategy

We deployed Primelis Signal, our proprietary bidding optimization tech, to transform branded search into a net-positive performance driver.

The strategy focused on minimizing waste while maximizing net-new lead capture. By shifting to a blended performance model, we ensured every dollar spent contributed to incremental MQLs, not just visibility.

Execution

To bring the brand strategy to life, we deployed it across 4 core capabilities:

• Precision Bidding on Core Terms: We gradually reduced bids on the exact match “ZoomInfo” keyword, using real-time lead flow data to identify the threshold where paid impact became negligible. This controlled pullback preserved lead volume while cutting waste.

 

• CTR-Based Efficiency Modeling: Primelis Signal applied dynamic models using both blended (paid and organic) and paid-only CTR. We prioritized spend on queries where paid clicks contributed to net-new sessions, not where organic already dominated.

 

• Position Optimization: We identified the minimum viable bid to maintain effective top-of-page presence. In cases where strong organic listings already held the top slot, we avoided overbidding for redundant paid positions.

 

• Real-Time Bid Adaptation: Using live auction signals, Primelis Signal adapted bids in real time, responding to shifts in seasonality, competitive pressure, and performance thresholds. This ensured bid logic evolved with market dynamics.

Measured Q2 2024 vs. Q2 2023.

Impact

ZoomInfo turned branded search from a cost center into a performance lever. With Primelis Signal, the team gained precise control over when and where to bid, unlocking more qualified leads at lower cost.

The result: 40% lower MQL acquisition cost, 15% more demo volume, and full visibility retained without unnecessary spend.

In a saturated B2B market, efficiency is an edge. ZoomInfo used it to win.