$3,664 in New MRR per Month from Non-Branded Terms

Context

This is a product-focused B2B SaaS serving a common need across nearly all businesses.

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It offers a generous freemium tier, which effectively attracts users to trial the product - many of whom upgrade for premium features.

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The primary reason for engaging Ads That Convert was to increase both the volume and efficiency of customer acquisition campaigns.

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Strategy

Our main objective was to drive more new customers through non-branded search terms while maintaining a reasonable payback period.

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To achieve this, we focused on the account’s biggest performance levers, including:

• End-to-end funnel tracking. The product uses Segment, allowing us to store a user’s GCLID on their profile and send offline conversion events throughout the funnel. This enabled tracking from sign-up to inviting team members, first product usage, and ultimately, the upgrade that generates new MRR.
• Transitioning to automated bidding. With revenue data feeding into the ad account, we transitioned to automated bidding using Maximize Conversions (Target CPA). This allowed us to optimize bids based on defined payback period targets.
• Campaign expansion and refinement. To scale sales volume, we expanded targeting by testing new keywords tailored to specific product features. We continuously refined the keyword list by pausing underperformers to maintain efficiency during growth.

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Results

Since partnering with us, the account has generated over $21k in new MRR from 425 customers acquired through non-branded search terms. Monthly growth significantly accelerated in Q1.

We have done this with maintaining similar payback periods throughout the growth process.