Multi-Market Competitor Campaign: Itilite’s 6X’ed Leads

Marketing Budget
Series-C Funding

Itilite, a leading Corporate Travel and Expense Management Solution Provider, helps companies reduce T&E by offering all-in-one travel booking, streamlining expense reimbursement, and presenting a unified view of all T&E payments

Itilite’s partnership with Hop Online started in June 2021. At the time, the company had most of its leads coming from India.

We came on board to help them manage their CPA and penetrate the US market through digital advertising. 

Quick Overview of the Results

In the past year, Itilite has achieved remarkable results with its budget and leads. Here’s a rundown of the top achievements: 

  • Reaching and exceeding the target leads KPI
  • 7x’ed the budget while maintaining the same CPL
  • Decreased the CPA in the USA by 50%

The Big Win: Expanding Into a New Market

Before Hop, Itilite had been working on entering the US market but struggled to get the results they needed to effectively expand within it. Our first step was to analyze what they have already tried and tested and to improve upon it.

Shortly after taking over the account, as illustrated below, we started seeing results and unlocking this new market for them. Just in the first three months, the CPA went down 50% and conversions from the qualified market started to rise.

How We Got There

Advanced Forecasting to Build Trust

As the CPA was decreasing and the conversion volume was going up, the client was keen on continuing to increase the number of conversions. 

To paint a better picture of how we can help the client expand, as well as create transparency and build trust, we made an advanced forecast and came up with a plan on how to increase the conversion volume. It anticipated different scenarios that might impact the campaigns and helped improve internal communication, as well as communication between us and the client. 

In November, the forecast was approved. As a result, the volume of conversions continued to spike and the CPA kept going down. 

One month after the second increase of the budget, Itilite raised Series C funding of $29M from Tiger Global and existing investor Dharana Capital.  

Development Plan for Testing Winning Strategies

Throughout Itilite’s expansion journey, we employed a purposeful and strategic development plan that included a variety of initiatives. This was key for understanding where the business stands within the market and executing winning strategies that enable effective market penetration. 

For the client, the development plan has been very beneficial as they were able to show and discuss each initiative internally before getting back to our team.

The development plan for Itilite introduced over 15 different initiatives, including: 

  • Running A/B tests for different bidding strategies – For this account, we saw that target CPA works best.
  • Using broad match keywords – This enabled us to reach the widest audience possible with our keywords, which led to an increase in traffic.
  • Changing the account structure – Before our collaboration, the client’s account was very granular. However, Google started recommending more consolidated ad groups, which is why we focused on making fewer ad groups, but with more keywords.

By collaborating with Hop Online, Itilite managed to strategically increase its budget, lower its CPA, and start expanding within the US market.