B2B Software Company

Project 1: B2B Software Company

Goal: Increase trial signups for their software

Strategy: Focused campaign on branded and non-branded product & service keywords, targeted to IT pros and tech enthusiasts. Created ads promoting free trial.

Results: Trial signups increased by 32% while decreasing cost-per-acquisition by 22%

The client offered a SaaS platform for project management and collaboration. Their goal was to increase trial signups, which was a crucial step in their sales funnel.

My strategy focused heavily on keyword research to identify relevant search terms used by their target audience of IT professionals, project managers, engineers, etc. I compiled a expansive keyword list of over 200 keywords that covered topics like:

Project management software

Collaboration tools

Project scheduling

Resource management

Agile task management

Time tracking software

etc.

I structured their campaign into tightly themed ad groups around these topics. This enabled me to create tightly relevant ad copy and landing pages for each keyword theme.

I also implemented lots of A/B ad copy tests to optimize for conversions. This included promoting the key benefits of their software like real-time collaboration, customizable workflows, intuitive UI, integrated time tracking, and their unlimited free trial.

On the landing page side, I worked with their development team to A/B test short vs long form pages, different value proposition language, layouts, form fields, etc.

Over 6 months we steadily reduced the cost per sign up by 22%, while sign up rates increased by 32%. I was able to demonstrate how a highly targeted, optimized Google Ads approach can deliver cost-efficient conversions and pipeline growth.