The communications software company needed to scale paid search and paid social to hit aggressive growth goals, but lacked resources to quickly increase opportunities while spending efficiently. They also had to support two distinct growth motions—sales-led and product-led—each with separate funnels and success metrics. Overlapping keywords and audiences made it harder to value conversions consistently and measure progress toward goals. They sought a strategic partner with B2SMB expertise to provide both guidance and execution support. The teams restructured and optimized paid search and paid social to better align with channel best practices while still supporting both PLG and SLG motions. They isolated and scaled higher-quality traffic and leads, expanded into new audiences, and shifted paid search away from broad match toward phrase match to focus on top-performing queries. Paid search campaigns were reorganized using back-end, down-funnel performance data so bidding and optimization reflected conversion signals and conversion values rather than upper-funnel metrics. They also ran ongoing tests and refinements across ad copy, landing pages, bidding strategies, conversions and conversion values, keyword expansion and pruning, and social creative and audience experiments. The company increased opportunities and improved spend efficiency across both paid search and paid social. In SLG paid search, spend scaled materially while opportunities rose, and pausing lower-performing campaigns improved cost/close. By July performance, Q3 2023 was on pace to deliver substantially more closed wons than Q4 2022 at a lower cost per close. In PLG paid search, scaled budgets produced significant gains in accepteds and closed trials while reducing cost/close, and paid social improved closed won volume and efficiency metrics across the funnel while ROAS rose.

Skills

Project Details

Fabric by Gerber Life needed to expand beyond paid social into podcast advertising. The team approached podcast cautiously as a channel test rather than a proven growth driver. They also required a reliable way to measure performance and connect podcast efforts to downstream outcomes. A methodical, long-term podcast program was implemented with structured testing across diverse genres. The approach emphasized full-funnel optimization rather than only top-of-funnel reach. Measurement frameworks were developed using custom multipliers, and high-converting landing pages were built to improve response and attribution. Podcast performance improved substantially over time as testing and optimization continued. Cost per app submit decreased meaningfully over a two-year period, and podcast CPA declined across multiple periods. Positive direct-response performance expanded across the show mix, and renewal rates increased significantly. Goals were also reset far below initial targets as results exceeded expectations.

Skills

Project Details

Fabric by Gerber Life, a term life insurance company, needed to expand beyond paid social into podcast advertising. The channel began as a cautious test and required proof it could perform as a scalable, direct-response driver. The team also needed clearer measurement to understand true impact across the funnel. The team implemented a methodical, long-term testing program across diverse podcast genres. They built a full-funnel optimization approach designed to improve performance over time rather than rely on one-off tests. They also developed sophisticated measurement frameworks using custom multipliers and built high-converting landing pages. Podcast advertising shifted from an experiment into a core growth channel. Cost per app submit decreased substantially over a two-year period, and CPA fell in successive periods. Direct-response performance improved across shows, renewal rates rose, and targets were reset materially lower than initial goals.

Skills

Project Details