Context
This is a product-focused B2B SaaS serving a common need across nearly all businesses.
It offers a generous freemium tier, which effectively attracts users to trial the product, many of whom upgrade for premium features.
The primary reason for engaging Ads That Convert was to increase both the volume and efficiency of customer acquisition campaigns.
Strategy
My objective was to drive more new customers through non-branded search terms while maintaining a sustainable payback period.
To achieve this, I focused on three major levers:
- End-to-end funnel tracking: Passing GCLID into user records and syncing key funnel events to ad platforms for better optimization signals.
- Transition to automated bidding: Moving from manual bidding to conversion-based bidding once enough reliable revenue data was available.
- Campaign expansion and refinement: Increasing keyword coverage for high-intent terms while pruning inefficient spend weekly.
Outcome
The account generated over $21k in cumulative new MRR from non-branded search while improving monthly growth velocity and preserving efficient payback windows.
Monthly report · non-branded
