Segmenting spend around profitability and sending high-intent traffic to more relevant landing pages cut cost per qualified trial from $3,322.65 to $331.12.
Cost per qualified trial fell from $3,322.65 to $331.12.
The company had meaningful search demand and an established Google Ads program.
The problem was how budget was being distributed.
Locations with very different economics were being treated too similarly, making it difficult to concentrate spend around the markets producing the strongest qualified-trial outcomes.
At the same time, high-intent competitor traffic and demo campaigns were being sent to landing pages that weren't specific enough to the reason someone had clicked.
The opportunity wasn't simply to drive more traffic.
It was to make the existing traffic substantially more valuable.
A test management platform used by software teams to plan, track and report on their testing.
Markets with different ROAS and trial-to-qualified-trial rates were being managed without enough differentiation.
People searching around competing products were landing on generic pages instead of experiences that explained why this product was the better alternative.
The existing product-demo landing page wasn't turning enough high-intent visitors into registrations.
The strategy combined smarter geographic allocation with landing pages built around the reason someone was searching in the first place.
Locations were analyzed using two downstream signals: ROAS and trial-to-qualified-trial ratio.
Markets were then grouped into six tiers, allowing bidding and budget decisions to reflect profitability and qualification rather than treating every region the same.
High-intent competitor searches were routed to landing pages designed around the comparison the prospect was already making.
Instead of asking a generic page to do all the work, each experience could explain the product's value in the context of that competitor.
The demo-signup experience was redesigned around a clearer path to action and stronger conversion principles.
The aim wasn't more clicks. It was getting more of the existing high-intent traffic to actually request a demo.
The geographic restructure, the competitor pages and the demo-page rebuild ran as one program. These figures reflect the combined effect rather than any single change in isolation.
The biggest improvement came from treating different traffic differently.
Markets with stronger economics received a strategy built around those economics.
Competitor searches were matched with competitor-specific messages.
And high-intent demo traffic got a landing page designed for the action we actually wanted people to take.
The account didn't need more activity. It needed more relevance and better decisions about where the budget went.
This work was completed while I was part of the Paid Media team at Powered by Search. I was responsible for the paid acquisition strategy and was hands-on in the planning and execution covered in this case study.
Let's look at where efficiency is breaking down and what I'd recommend prioritizing first.
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