SUPPORT OF A NEW PRODUCT PROMOTION FOR A $85M+ FUNDED STARTUP
The Challenge
The objective was to support sales of a rapidly growing Websets.exa.ai product
We were tasked with designing a lead generation system that would take into account attracting users who were likely to switch from the base Starter product to a PRO subscription.
The Approach
We started by thorough audit of the current Google ad campaigns setup and competitors research. Later by synchronizing Exa.ai's CRM with advertising channels, we gained end-to-end transparency, identifying exactly which keywords and ad sets drove qualified leads, and which wasted budget.
After the first two months of optimization, we identified that Performance Max (PMAX) campaigns could systematically generate a high-volume, stable pipeline. This generated a stream of leads locking in a ~1.6× to ~2.3× ROAS.
Key Learnings
- Competitor Queries:
PMAX deployed on competitor-related queries produced the most positive, scalable results. - Event Optimization:
The most effective optimization trigger occurs on 'checkout initiation'. Since checkout events trigger more frequently than final purchases, the algorithm learns far more robustly when explicitly trained for the checkout milestone.
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