Case Study EMA

EMA Expert Marketing Advisors

Expert Marketing Advisors (EMA) originated from informal requests for marketing assistance among friends and connections, evolving into a formal venture in May 2017. Founded by experienced marketing professionals, EMA has grown into a team of over 40 experts known for their diverse marketing capabilities.

In June 2023, EMA took a strategic leap by acquiring Espresso B2B Marketing, infusing their leap with a fresh wave of experts to better serve the clients. The synergy was natural – the focus on lead-to-revenue and data/metrics aligning seamlessly with their own.

At EMA, they go beyond the typical consultant role; they’re an extension of your team. Fueled by a love for what they do and a relentless drive for results, they take pride in their ability to consistently launch companies out of stealth, orchestrate successful campaigns, drive product launches, and guide businesses towards acquisition. they’re not just a marketing team; they’re your partners in scaling results and increasing your valuation.

Growth and Impact

Increased Leads by 118%

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Decreased CPA by 71%

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Decrease Conversion Rate by 206 %

The Challenges

  • As EMA became one of the top digital marketing agencies, they experienced rapid client growth. One of their major challenges was a shortage of PPC specialists to handle their B2B clients’ needs. To address this, they reached out to other top digital marketing agencies that are also Certified Google Partners and offer white-label services.
  • The conversions tracked were inaccurate, combining page views with actual conversions, which inflated conversion numbers but resulted in low MQLs. (Google & LinkedIn)
  • Despite a high number of conversions, the cost per conversion was high due to these tracking inaccuracies.
  • They struggle to create campaigns, promote new content, webinars, and symposiums, and generate significant traffic and leads.
  • LinkedIn campaigns were misconfigured, showing ads primarily to a broad audience (Audience Network) rather than to LinkedIn users on the platform.

The Solutions

  • That’s where we, Ruskin Consulting, came in. As a leading digital marketing agency specializing in PPC, search engine optimization, and WordPress web design and development for both B2C and B2B clients, we were able to alleviate some of EMA’s challenges. Together, we helped their clients achieve their goals, particularly in growing lead generation for their businesses.
  • We updated conversion tracking to accurately capture actual conversions, such as form submissions.
  • We restructured campaigns to align with their services and new content.
  • We updated the bidding strategy for better ad placements.
  • We wrote more effective ads and improved landing page relevance, resulting in a 206% increase in conversion rate.
  • We refined audience targeting on both platforms to reach more relevant users, resulting in fewer but higher-quality clicks and impressions.

Result – Conversions

We successfully improved the account’s conversions by fixing the conversion tracking to focus on leads from Request Demo, Contact Us, and Gated Content form submissions. 
This led to more accurate tracking and higher quality leads, resulting in a much stronger pipeline.

Result – Cost Per Conversions

The account became more cost-efficient and profitable as the cost per conversion continued to decrease. 
Notably, even with a budget decrease in February 2023, we managed to maximize the allocated budget on Google and LinkedIn. By optimizing the bidding on certain campaigns, we achieved better ad placement, resulting in more conversions at a lower cost per conversion.


Result – Cost Per Conversions

Our comprehensive account optimizations, including enhancing ad copy, targeting the right audiences, improving landing pages, and fixing conversion tracking, significantly contributed to the account’s overall success. These efforts resulted in a substantial increase in conversions and a much higher conversion rate.