LPO & User Behavior Analysis Achievement 1 (B2B Construction App Project)

Worked on a niche B2B construction app campaign with a monthly advertising budget of approximately ¥2,000,000 (CAD 20,000). The campaign involved multi-channel paid ads including Google Search (branded and non-branded), Google Display (dynamic remarketing), Shopping Ads, Facebook/Instagram Collection Ads, and Pinterest.

Through in-depth analysis using Google Analytics, I identified that converting users followed a specific journey: Landing Page → Features → Pricing → Contact. These users also showed high engagement behaviors such as video completions and long on-site time. However, the “Features” page lacked video content, which was likely causing drop-offs. Based on this, I added an explanatory video to the top view of the Features page, resulting in improved user flow and reduced bounce rates.

While performance-based ads initially struggled to meet cost-efficiency goals (CPA exceeding ¥100,000 / CAD 1,000),I proposed and executed a unique media strategy by placing a sponsored article on a leading specialized construction industry platform. This resulted in 55 qualified leads from a ¥660,000 (CAD 6,600) spend, achieving a CPA of roughly ¥12,000 (CAD 120) and significantly improving the overall ROI.

By combining precise user behavior analysis with flexible thinking beyond conventional ad placements, I successfully addressed the client’s challenges and delivered measurable results.