Case Study: VMware achieves stronger Google Ads performance with Merkle

VMware boosts Google Ads conversions 79% with Merkle

VMware sought to improve its Google Ads performance by better incorporating the buyer journey and CRM data into its account management. The challenge was to generate more qualified leads from its VeloCloud campaigns, moving beyond just front-end form fills to leverage CRM data for deeper optimizations. To address this, VMware partnered with Merkle for a comprehensive account restructure.

Merkle reorganized the account by aligning campaigns with the buyer journey, creating separate awareness and demand campaigns with specific KPIs and bid strategies. They integrated Salesforce data to track backend lead quality and consolidated the number of active campaigns for greater efficiency. This solution implemented by Merkle drove a 79% increase in conversions and a 48% reduction in CPA, significantly strengthening performance.

VMware