SaaS Case Study

The project goal was to reduce Cost/Sign Up on Google Ads and allow the business to scale aggressively while remaining below target.

The account suffered from a lack of data density with over 20 campaigns live, significantly hindering machine learning. Beyond this, the current bid structure optimized towards several conversion events, many of which did not align with business goals. This meant that the target ROAS bid methodology that was being used was not set up to deliver the strongest results. 

First, in order to improve Cost/Sign Up, I executed a full Google Ads account restructure. Through this process, I was able to consolidate 20+ campaigns down to 4 core campaigns. The consolidated structure was based on historical performance as well as keyword theme, allowing me to create a tiered structure of campaigns based on performance. This allowed for easier account management and budget prioritization. This also helped significantly increase data density and allowed for automated bidding to function more effectively.

Second, I shifted the bid strategy from target ROAS to target CPA using SA360 bid strategies. This allowed me to optimize campaigns to a single conversion that aligned with business goals, rather than fragmenting campaign focus across many conversion events. Finally, using SA360 bid strategies helped further improve data density, while managing budgets for all 4 core campaigns as efficiently as possible.

I was able to improve Cost/Sign Up by 80% over the course of the year. This allowed the business to confidently increase spend while mitigating the effects of diminishing returns. We were able to continue building off this structure, helping scale the business to new heights in the following year.