Scaling B2B SaaS Signups While Cutting Acquisition Cost by 77%
A year-long Google Ads strategy that refocused optimization on meaningful conversions, improved campaign structure, and scaled monthly signups and demo bookings from 240 to 964.
PROJECT AT A GLANCE
Industry
B2B SaaS / Software Testing
Location
North America + International
Platform
Google Ads
Engagement
1+ Year
Focus
Product Signups & Demo Bookings
Goal
Scale qualified acquisition while reducing cost per conversion
Scaling Product Signups Across Multiple Markets
A B2B SaaS testing platform serving engineering and QA teams relied on Google Ads to generate product signups and demo requests. Over more than a year, I managed and scaled the account as acquisition expanded across multiple markets. The goal was to generate significantly more signups and demos while making sure additional budget translated into efficient business growth.
Growing Acquisition Without Letting Costs Scale With It
The account was generating conversions, but not all of them represented meaningful business outcomes. Some campaigns were optimizing toward low-value website actions alongside actual product signups and demo bookings. At the same time, acquisition costs were rising, budget was being spread unevenly across markets, and the business was competing with established software-testing platforms.
The challenge was to:
- prioritize signups and demos over low-value website actions
- grow acquisition volume without allowing costs to rise with it
- understand which types of demand were worth more investment
- allocate budget more effectively across markets
The goal was to create an acquisition system that could scale efficiently, not simply generate more reported conversions.
Building an Acquisition System That Could Scale
The strategy was focused on improving the quality of the conversion data, separating different types of demand, and directing budget toward the markets and campaigns producing meaningful acquisition.
Prioritize Meaningful Conversions
The account was tracking both valuable actions and lower-intent website interactions. Refocused optimization around the outcomes that mattered most to the business: product signups and demo bookings. This gave Google stronger signals and created a more accurate picture of what the advertising was actually contributing to growth.
Separate Different Types of Demand
Brand, category, and competitor searches were separated so each could be measured and funded based on how efficiently it generated signups and demos. This also made it easier to identify incremental opportunities without allowing experimental campaigns to interfere with proven acquisition activity.
Let Geography Guide Investment
Instead of spreading one budget across a wide mix of countries, geographic targeting was restructured so major and secondary markets could be evaluated independently. This prevented the largest market from consuming disproportionate budget and allowed stronger opportunities in markets such as Canada, the UK, and Australia to grow.
Improve the Path From Search to Signup
High-intent searches were directed toward more relevant product pages rather than relying solely on a generic homepage experience. Bidding, search terms, landing-page relevance, and budget allocation were then continuously optimized together to improve conversion efficiency as spend increased.
Performance Highlights
77% Lower
Cost per signup decreased from $33.17 to $7.76 over the engagement.
240 → 964
Monthly signups and demo bookings grew from approximately 240 to 964.
+40%
Monthly Conversion Growth During a Key Scaling Period
$181 → ~$20
Brand Cost per Conversion
More conversions only matter when they move the business forward.
Efficient SaaS growth starts with giving the advertising platforms the right signals and knowing where to invest next.
In this project:
Signups and demos became the priority.
Optimization shifted away from low-value website actions toward conversions connected more closely to customer acquisition.
Budget followed proven demand.
Different search behaviours and markets were evaluated independently instead of being treated as one acquisition pool.
Expansion was controlled.
New opportunities were tested before additional budget was committed.
Scaling remained tied to efficiency.
As acquisition volume increased, cost per signup continued to decline.
The result was roughly four times the monthly signup and demo volume at a 77% lower cost per signup.
Looking to Scale Paid Acquisition More Efficiently?
Help businesses identify which campaigns, markets, and conversion signals are actually contributing to growth, then build paid media strategies around the strongest opportunities.