Paid Advertising
Management.

Objective:
The client wanted to scale their Google Ads campaigns to generate high-quality free trial sign-ups and paid subscriptions while maintaining a sustainable cost per acquisition (CPA). Their primary goal was to position themselves as a leading solution in a competitive SaaS market.

Challenges:
High Competition: Competing with established SaaS players in the time tracking niche resulted in high CPCs (Cost Per Click).
Low Conversion Rates: Despite good traffic, the free trial sign-up rate was below 2%, leading to an unsustainable CPA.
Underutilized Features: Campaigns focused on broad messaging, overlooking unique features that differentiated the product.
Lack of Funnel Segmentation: All campaigns targeted cold audiences without nurturing or segmenting users based on intent or journey stage.
Our Approach:
1. Audience Segmentation & Targeting:
To address the diverse audience base, I segmented campaigns into distinct groups:

Cold Audiences: Focused on remote teams, freelancers, and SMBs unfamiliar with the brand.
Retargeting Campaigns: Re-engaged users who visited the website but didn’t convert.
Lookalike Audiences: Built using the characteristics of current paying customers to target similar users.
2. Optimized Keyword Strategy:
I refined the keyword strategy to focus on high-intent keywords such as:

“Best time tracking software for remote teams”
“Time tracker with invoicing”
“Productivity tracking tools for freelancers”
Negative keywords were added to eliminate irrelevant traffic, such as searches for free tools with no upgrade potential.

3. Conversion-Driven Ad Creatives:
I created ad copy and visuals that emphasized the client’s unique features, such as:

Automatic time tracking.
Detailed productivity reports.
Seamless integration with popular tools like Slack, Trello, and Asana.
4. Landing Page Optimization:
The landing pages were restructured to:

Highlight key features and benefits prominently.
Include clear CTAs such as “Start Your Free Trial” and “See It in Action.”
Add social proof like client testimonials and case studies to build trust.
5. Conversion Tracking and Analytics:
I implemented advanced tracking to measure trial sign-ups, demo requests, and subscription upgrades. Custom audiences were built to nurture leads at each stage of the funnel.

6. Continuous Optimization:
Campaign performance was reviewed weekly to identify opportunities for improvement. Strategies included:

A/B testing ad copy and visuals.
Adjusting bids based on device, time of day, and audience performance.
Allocating budget to high-performing campaigns while pausing low-converting ones.
Results:
150% Increase in Free Trial Sign-Ups:
Trial sign-ups increased significantly within three months, with a corresponding growth in paid subscriptions.

3.5x ROAS (Return on Ad Spend):
The client achieved a 3.5x ROAS, exceeding their initial goal of 3x.

Lower Cost Per Acquisition (CPA):
CPA was reduced by 40%, making campaigns not just scalable but highly profitable.

Enhanced User Engagement:
With retargeting campaigns and segmented audiences, the client saw a 25% increase in engagement on ads and landing pages.

Market Positioning:
The refined messaging and targeted campaigns established the SaaS tool as a go-to solution for remote teams and freelancers.

Takeaway:
This case study demonstrates how a strategic, conversion-focused approach can help SaaS companies scale their Google Ads efforts while achieving sustainable growth.

Ready to see similar results for your SaaS business? Let’s discuss how AB Digital can help you grow your sign-ups and subscriptions.