How we cut CPA by 59% for this Silicon Valley cybersecurity firm

UpGuard Inc is an Australian cyber resilience company presently headquartered in Mountain View California. Their suite of products help enterprises improve their cybersecurity posture through proactive breach detection, third-party risk mitigation and automated IT compliance.


UpGuard had seen success in using Google Ads to drive demo requests and white paper downloads but were seeking agency assistance to take their campaigns to the next level.

About UpGuard

UpGuard’s existing Google Ads account was lacking the relevancy it needed to ensure they were focusing efforts on enterprise level prospects.

On top of this, they were relying on the main website to guide users through the conversion process. Their website is rich in content & resources, but ultimately distracted paid traffic from the core goal.

The Problem

Our strategy for turning performance up to 11 was threefold, overhaul the Google Ads campaigns, implement remarketing activity that complimented the sales process and deploy landing pages that poised UpGuard as the leader in the space.

The Solution

To support the above activity we created a suite of HTML5 ads that were used in conjunction with Google Analytics remarketing audiences. This activity complimented our core media buying channels whilst also guiding prospects down the sales funnel as their intent increased.

Finally, we completely shifted the paid traffic conversion process, creating tailored landing pages built within Unbounce & testing multistep forms. This had an immediate positive impact on paid traffic conversion rate by providing a much clearer expectation of the user.

Beyond rebuilding the Google Ads account to be more granular and thoughtful in structure, we put a heavy emphasis on audience insights. Google Ads is, and will continue to be, less about just keywords than it even has been - the AdWords name was ditched for a reason.

Overlaying extensive first-party data alongside Google’s wealth of pre-populated lists allowed us to optimise bids way beyond “what did the user type in”.

The campaigns progressed to include Linkedin Ads campaigns driving content downloads. By utilising Linkedin's latest targeting options, we were able to achieve a content download CPA 4x lower than Google Ads in the first few days of the campaign.

We tested ads that were similar in content but very different in style. Bold & colourful versus corporate sleek. The context of Linkedin ads is very important - the approach of 'grab their attention and provide immediate value' resonated with users and resulted in high download rates.
 
 
 

VIEW LANDING PAGE

The Results

59%

decrease in CPA

55%

increase in leads

Marked

improvement in lead quality

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Ready to take the next step?

How we cut CPA by 59% for this Silicon Valley cybersecurity firm

UpGuard Inc is an Australian cyber resilience company presently headquartered in Mountain View California. Their suite of products help enterprises improve their cybersecurity posture through proactive breach detection, third-party risk mitigation and automated IT compliance.


UpGuard had seen success in using Google Ads to drive demo requests and white paper downloads but were seeking agency assistance to take their campaigns to the next level.

About UpGuard

UpGuard’s existing Google Ads account was lacking the relevancy it needed to ensure we were focusing efforts on enterprise level prospects.

On top of this, we were relying on the main website to guide users through the conversion process.

The Problem

Our strategy for turning performance up to 11 was threefold, overhaul the Google Ads campaigns, implement remarketing activity that complimented the sales process and deploy landing pages that poised UpGuard as the leader in the space.

The Solution

Beyond rebuilding the Google Ads account to be more granular and thoughtful in structure, we put a heavy emphasis on audience insights. Google Ads is, and will continue to be, less about just keywords than it even has been - the AdWords name was ditched for a reason.

Overlaying extensive first-party data alongside Google’s wealth of pre-populated lists allowed us to optimise bids way beyond “what did the user type in”.

The campaigns progressed to include Linkedin Ads campaigns driving content downloads. By utilising Linkedin's latest targeting options, we were able to achieve a content download CPA 4x lower than Google Ads in the first few days of the campaign.

We tested ads that were similar in content but very different in style. Bold & colourful versus corporate sleek. The context of Linkedin ads is very important - the approach of 'grab their attention and provide immediate value' resonated with users and resulted in high download rates.

 
 

To support the above activity we created a suite of HTML5 ads that were used in conjunction with Google Analytics remarketing audiences. This activity complimented our core media buying channels whilst also guiding prospects down the sales funnel as their intent increased.

Finally, we completely shifted the paid traffic conversion process, creating tailored landing pages built within Unbounce & testing multistep forms. This had an immediate positive impact on paid traffic conversion rate by providing a much clearer expectation of the user.

VIEW LANDING PAGE

The Results

59%

decrease in CPA

26%

increase in leads

Marked

improvement in lead quality

Ready to take the next step?

GET MY PROPOSAL

or chat to us

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"The team from Bind did a great job structuring our paid advertising channels in a way where we could see, measure and optimize our campaigns. Their dashboard helped us a lot with this.

They are also extremely easy to deal with, responsive and professional in their approach."

Kaushik Sen

Director of Marketing at UpGuard