What we did
Digital Marketing
SEM
Industry
Background
Pacer ETFs is a leading issuer of exchange-traded funds, offering innovative investment solutions designed to meet the evolving needs of advisors and investors. With a competitive landscape and a highly targeted audience of financial professionals, Pacer recognized the importance of increasing visibility through paid search.
To ensure their SEM (Search Engine Marketing) efforts were effectively reaching the right audience at the right time, and maximizing return on ad spend, they partnered with Gregory to refine and elevate their paid search strategy.
Challenge
Pacer ETFs approached Gregory with the objective of enhancing the performance of their Search Engine Marketing (SEM) campaigns. Although they had active campaigns running, they wanted to optimize their efforts to increase visibility and engagement from their target audience, primarily financial professionals.
Their ads did not appear as frequently as desired, and the overall click-through performance did not meet expectations. Budget allocation and ad scheduling were not fully aligned with user behavior, and there was uncertainty about which tactics were truly effective. Pacer ETFs needed a partner to evaluate their current efforts, uncover inefficiencies, and implement a data-driven plan that would increase impressions, drive more clicks, and optimize their spending.
Solution
Gregory began with a comprehensive audit of Pacer ETFs’ existing SEM campaigns to uncover key opportunities for growth and performance improvement. Through this in-depth analysis, we identified what was driving results and where optimizations were needed. Leveraging these insights, we executed a data-driven, multi-faceted SEM strategy that reallocated budgets for greater efficiency, adjusted ad schedules to align with peak engagement times, refined audience targeting for stronger relevance, and enhanced ad copy to maximize clarity and appeal. This holistic approach allowed us to significantly boost campaign performance across all major metrics, driving measurable results and greater ROI for Pacer ETFs.
Results
The enhancements made to Pacer’s SEM campaigns delivered meaningful gains in visibility, engagement, and efficiency.
The results reflect not only stronger performance but also a more cost-effective and strategic use of budget—ensuring that Pacer’s brand continues to stand out in a crowded financial services landscape.
By the Numbers
FAQ
By capturing high-intent searches at the moment of need and routing them to focused landing pages, SEM turns qualified interest into actions like demos, downloads, and inquiries—measurable down to campaign and keyword.
Reallocating spend to high-intent terms, tightening audiences, refining negatives, and aligning ad schedules with peak engagement reduce wasted clicks, lower CPC, and raise CTR and conversion rate.
Run structured A/B tests on copy, extensions, and landing pages; segment by query type (branded vs. category); and use UTM + CRM tracking to tie keywords and ads to pipeline and revenue.
Yes—share of voice improves by winning more auctions on priority terms, increasing impression share, and using extensions (sitelinks, callouts) to take up more real estate on the results page.
Track impressions, CTR, CPC, and—most importantly—cost per lead and conversion rate, plus downstream metrics like qualified meetings, opportunity creation, and cost per acquisition.