RackBank

Scaling Awareness & High-Intent Leads Through Performance Marketing

RackBank x DMC Digital

Project Details

RackBank, a premium carbon-neutral data center, Central India’s first, offering dedicated servers, managed servers, and colocation partnered with us to improve lead acquisition and strengthen their brand visibility across search and social channels. The objective was to:

– Generate higher-quality leads for Dedicated and Bare Metal Server offerings

– Improve awareness and product recall in a competitive market

– Identify winning messaging directions through A/B testing

– Build a performance-driven advertising structure that could be scaled

The project involved running Google Search campaigns, Meta ads, and implementing performance marketing strategies alongside analytics and creative testing.

 

Client Requirements

RackBank needed a marketing approach to:

  • Reach high-intent users searching for server solutions

  • Drive qualified leads at an efficient cost

  • Increase relevant website traffic

  • Strengthen brand recall

  • Identify winning messaging and creatives

  • Establish a scalable performance foundation

Here’s how each service contributed:

 
 

01 Performance Marketing Strategy

We designed a performance-first framework that aligned bidding, targeting, and creatives to business goals. The strategy included:

  • Prioritizing high-intent keywords and audiences

  • Setting measurable targets for CPL, CTR, and conversion density

  • Allocating budgets based on channel strengths (Google for intent, Meta for volume)

  • Creating iterative testing loops for faster learning

This ensured a structured, data-driven approach from the very beginning.

 

 

02 Google Ads Management

Our Google Search campaigns focused heavily on capturing high-intent demand.

High-Intent Keywords That Converted

“Dedicated server” and location-specific hosting keywords drove the highest conversions. These audiences were closer to the purchase decision, resulting in stronger leads.

Smart Bidding for Better Efficiency

Instead of chasing top positions, we used controlled manual CPC bids (₹50–₹120).
This delivered:

  • More stable CTR

  • Lower wasted spend

  • Better conversion concentration within budget

CTR Above 10% in Key Ad Groups

Keyword clusters combining location + service, transactional intent, and clear benefit-led messaging achieved above 10% CTR — showing strong relevance and resonance.

Awareness & Consideration Impact

Even when users didn’t convert immediately, many returned directly to the website, increasing organic inquiries.
Google thus served as a powerful mid-funnel channel, improving credibility and decision readiness.

03 Meta Ads Management

While Google captured intent, Meta delivered strong lead volume and audience reach.

Campaign Performance (Bare Metal Servers – Oct 2025)

  • Spend: ₹46,858

  • Leads: 109

  • CPL: ₹398

  • CTR: 1.47%

These results showed that messaging and targeting strongly aligned with user interest.

Video Creative Outperformed All Formats

A/B tests showed the video creative consistently achieved the lowest CPL.
Why it worked:

  • Clear demonstration of server benefits

  • Fast, value-focused messaging

  • Stronger engagement vs static visuals

This confirmed that visual clarity and message economy significantly impact performance.

04 Web Analytics & Tracking

To ensure accurate decision-making, we implemented tracking enhancements and performance dashboards, enabling RackBank to:

  • Monitor cost efficiency

  • Track lead quality

  • Understand user drop-off points

  • Attribute direct and organic inquiries influenced by ads

This data foundation allowed us to refine campaigns in real time.

 

05 A/B Testing & Creative Optimization

We ran structured A/B tests across:

  • Video vs static imagery

  • Messaging angles

  • Benefit-led vs broad positioning

  • Keyword clusters

The results helped identify the strongest creative direction, which later became the basis for scaling future campaigns.

Conclusion

Through a combined approach of performance marketing, high-intent search targeting, and creative-led social campaigns, RackBank achieved:

  • Strong lead generation from Meta

  • High-quality, intent-driven traffic from Google

  • Greater brand visibility and credibility

  • More direct and organic inquiries due to increased awareness

  • Clear insights into winning messaging and creative directions

This integrated strategy positioned RackBank as a trusted solution provider in the hosting market and built a scalable foundation for future growth.