A cleaner Google Ads structure, smarter use of first-party audiences and more relevant paid-social messaging helped turn more existing demand into qualified signups.
GetResponse had something many SaaS companies would love to have: a large pool of existing first-party audience data and significant paid-search demand.
But there were two obvious gaps.
Past website visitors who hadn't converted weren't being systematically brought back through paid remarketing.
And parts of the Google Ads structure were allowing irrelevant searches to consume budget that could have gone toward stronger intent.
The opportunity was to get more from demand that already existed before trying to manufacture more of it.
GetResponse is an email marketing and automation platform used by businesses to run campaigns and grow their audiences.
People had already visited the site and shown interest, but paid remarketing wasn't being used enough to bring the right prospects back.
The Google Ads structure allowed irrelevant searches to consume budget and made it harder to concentrate spend around stronger non-brand intent.
Different customer segments cared about different things, but paid-social creative needed to do more to reflect those differences.
Search campaigns were reorganized into tighter thematic groups to improve relevance and control.
Non-brand campaigns were prioritized around people actively searching for solutions GetResponse could serve.
The goal was to reduce irrelevant traffic and make more of the budget work against meaningful intent.
Existing first-party audience data was used to build remarketing campaigns aimed at people who had already visited but hadn't converted.
Rather than treating every interaction as a one-shot acquisition opportunity, paid channels could now bring interested prospects back into the journey.
Customer research and competitor analysis were used to understand which parts of the GetResponse proposition mattered most to different audiences.
Paid-social messaging and creative could then speak more directly to those needs instead of relying on one generic message for everyone.
The biggest lift wasn't about finding a completely new acquisition channel.
It came from tightening existing search demand, bringing interested visitors back through remarketing and making the message more relevant to the audience seeing it.
GetResponse already had search demand, customer data and brand awareness.
The opportunity was using those assets more deliberately.
Cleaner search structure reduced wasted intent.
First-party audiences created another chance to convert people who had already shown interest.
And more specific messaging gave different prospects a better reason to pay attention.
Before adding more complexity, there was more value to unlock from what was already there.
This work was completed while I was part of GetResponse's in-house performance marketing team, where I was directly responsible for the paid acquisition strategy and execution covered in this case study.
Let's look at what's working, what's getting in the way and what I'd recommend prioritizing next.
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