Advanced Activation
Optimizing Performance with Lead Value Prediction
Jungheinrich AG leverages precise lead forecasting and value-based bidding to boost campaign efficiency while sharply lowering cost-per-lead.
The Challenge
Jungheinrich AG, one of the world’s leading intralogistics solution providers, operates across a broad range of business areas—from material handling equipment to warehouse automation and after‑sales services—making its lead ecosystem inherently complex.
With highly inconsistent lead values across diverse segments and country markets, each lead can represent a vastly different potential, going from a few hundreds up to millions in revenue. These disparities challenge automated bidding systems to identify and prioritize high‑value opportunities.
Our Approach
To address this challenge, we focused on identifying the business‑relevant factors that most strongly influence lead value, creating a structured framework for value prediction while making it comparable to direct sales.
Building on the existing campaign setup, we defined segment‑ and country‑specific success values and incorporated success rate and deal‑size predictors into a unified valuation model. This allowed us to integrate predicted lead value directly into the bidding strategy, enabling Google Ads to optimize for quality rather than volume.
As a result, performance marketing could be steered toward the most valuable opportunities while staying closely aligned with Jungheinrich’s overarching commercial goals.
The Results
The value‑driven approach enabled Jungheinrich AG to significantly enhance both prediction accuracy and cost efficiency. With an 88% accurate lead value prediction model, the campaigns were optimized toward genuinely high‑value opportunities, resulting in reduction in lead costs while increasing the media investment. This new setup strengthened the foundation for advanced value‑based bidding and brought performance marketing closer to real commercial outcomes.
