Increased signups by 47% for accounting SaaS (results)

Paid Marketing Specialist

Marketing Analytics Specialist

Search Engine Marketing

Google Ads

Google Analytics

Google Tag Manager

Introduction

This case study and document pertains to an NDA-protected client, therefore any non-approved client names have been retracted or censored.

This case study provides a comprehensive overview of my client's Google Ads campaign, highlighting the challenges faced, strategies implemented, and the results achieved for their brand.

I. Client Summary

Background: The client’s SaaS AI Tool offers a diverse range of accounting solutions.

Objective: Increase user acquisition, engagement, and sales for payment plans.

Challenges:

High competition in the market.

Initial ad performance not meeting expectations, resulting in campaign pauses by Google.

Limited budget allocation, requiring a cost-effective strategy.

Over 50 different products to promote.

II. Campaign Objectives

Increase brand visibility and awareness.

Drive qualified traffic to the package pages.

Boost purchase rates for key product plans.

Optimize cost per conversion to maximize return on ad spend (ROAS).

III. Strategy

Keyword Research:

Identified high-intent keywords.

Removed irrelevant search terms.

Implemented a mix of broad match, phrase match, and exact match keywords to capture a wide audience, locking it through Automated Rules.

Ad Copy Optimization:

Crafted compelling ad copies with clear calls-to-action.

Conducted A/B testing on different ad variations to identify top-performing messaging.

Audience Targeting:

Utilized demographic targeting to focus on the platform's primary audience.

Implemented remarketing lists to re-engage users who visited the site but did not complete their sign-ups.

Bid Management:

Adopted a flexible shared budget bidding strategy to adjust bids based on time of day and user location & groups (e.g., accounting position, previous accounting SaaS used).

Implemented Automated Rules to ensure bids never surpass the desired threshold (Max. CPC allowed: $29).

IV. Monitoring and Analysis

Regular Reporting:

Monitored key metrics such as click-through rate (CTR), conversion rate, and ROAS.

Generated monthly reports to track and analyze campaign performance.

Google Analytics 4 Integration:

Analyzed user behavior, bounce rates, and time-on-site to refine targeting and messaging.

V. Results

Improved Performance Metrics:

Increased CTR by almost 7% within the first three months & cut ad spend down

Before:

After:

Achieved a significant reduction in cost per conversion due to optimized targeting.

Before:

After:

Increased Conversions:

Boosted sign ups/service sign ups by 47% compared to the previous period.

Enhanced ROAS:

Achieved a positive impact on ROI, exceeding the set benchmarks.

Before:

After:

VI. Lessons Learned and Recommendations

Continuous Optimization:

Emphasized the importance of ongoing optimization, including keyword updates and ad copy refinement.

Budget Allocation:

Suggested potential adjustments to budget allocation based on the performance of different campaigns and ad sets.

Scaling Strategies:

Discussed potential scaling strategies for successful campaigns, including the use of separate Shopping Campaigns.

VII. Future Roadmap

Expansion and Diversification:

Considered options for expanding into new markets related to specific accounting roles.

Adaptive Strategies:

Discussed the importance of adapting strategies based on shifts in the competitive landscape and user behavior.

VIII. Conclusion

Summary of Achievements:

Successfully increased brand visibility, user engagement, and sales through strategic Google Ads optimization, improving overall performance metrics and achieving significant growth.