How We Grew Customers by 110% and Cut Costs by 24% for Demio with Full-Funnel Ads Strategy

Conversion Tracking

To ensure that we were tracking the most meaningful data, we integrated Demio’s CRM system with Google Ads and Microsoft Ads marketing platforms. This allowed us to optimize campaigns with a focus on actual customers—those who not only signed up for a trial but converted to paying subscribers. With the use of smart bidding strategies, we fine-tuned our campaigns to target users who were more likely to convert, enhancing overall campaign efficiency.

Google Ads Account Structure

We adopted a strategic campaign structure that mirrored the marketing funnel stages: TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel). Each funnel stage had distinct objectives and targeted different audience segments.

TOFU Campaigns (Top of Funnel)

At this stage, we aimed to generate awareness and reach a broad audience. To achieve this, we leveraged Display, Video, Demand Gen and Performance Max campaigns across multiple placements like:

• Google Display Network
• Google Discovery Feed
• YouTube
• Gmail

These campaigns were designed to introduce Demio to cold users who may not have heard of the platform before. The goal was to place Demio in front of them through native ads on various platforms. By educating users about Demio’s features and its value proposition, we aimed to plant the seed for future conversion, in case the users need a webinar platform in the future.

The TOFU campaigns were essential in boosting visibility in a very competitive space where CPC costs were high, providing a wide reach that attracted users into the marketing funnel. After the initial touchpoint from TOFU campaigns, we moved users further down the funnel with MOFU and BOFU campaigns.

MOFU Campaigns (Middle of Funnel)

These campaigns targeted users who are searching for webinar solutions. We set up two key campaigns:

• General Search Campaign
• Focused on high-converting, general keywords related to webinar platforms, such as "best webinar tools" and "webinar software solutions."
• Competitors Search Campaign
• By bidding on competitor keywords, we aimed to capture the attention of users already exploring alternatives in the webinar platform space. With multiple competitors in the market, this strategy helped us intercept potential customers who might be considering other options.

These MOFU campaigns were intended to push users toward taking the next step: signing up for a trial. But in case users did not convert after interacting with these campaigns, we continued engaging them through BOFU campaigns.

BOFU Campaigns (Bottom of Funnel)

These campaigns catch people who were interested in the product before but didn’t convert.

• Branded CampaignThis campaign targeted users who searched for Demio-specific terms such as “Demio” or “Demio pricing.” In most cases, these users had already encountered Demio through our top-of-funnel (TOFU) or middle-of-funnel (MOFU) campaigns, organic search, or social media content. By the time they typed a branded term into a search engine, they were typically further along in their decision-making journey and more likely to start a free trial.Showing branded ads at this stage was especially important for a few key reasons:
  • When users searched for our name, competitor ads often appeared at the top of the search results. If we didn’t run branded ads, there was a high chance they would click on a competitor’s ad instead of scrolling down to find our organic listing.
  • Many of our direct competitors actively bid on “Demio” keywords in an effort to intercept and convert high-intent traffic that was already interested in our solution.
  • Branded campaigns consistently delivered strong performance in terms of sign-ups and conversions. These users had already been exposed to our value proposition and simply needed a quick, easy path to get started. The branded ads helped remove friction and guided them directly to our site without distractions.
  In short, this campaign ensured that we stayed top-of-mind and made it as easy as possible for warm leads to take the final step toward conversion.
• Search RemarketingThis campaign retargeted users who had previously visited our site and were now searching again for general webinar tool-related keywords.We prioritized this strategy because:
  • These users were still actively researching solutions.
  • Their continued interest showed strong buying intent.
  • We increased our bids for them to stay competitive and avoid losing them to rivals.

• Display RemarketingThis campaign served banners and videos to users who had visited our site but hadn’t converted.The objective was to:
  • Keep Demio top of mind.
  • Remind users of the product’s value.
  • Bring them back when they were ready to sign up

Keywords

• We performed an in-depth analysis of historical account data, which led to the addition of low-performing keywords and search terms to the negative list.
• Simultaneously, we expanded the list with highly relevant keywords. Throughout the campaign, we continuously monitored keyword performance in terms of CPA, geotargeting, and competitiveness, pausing underperforming keywords and adding new long-tail keywords for testing.
• We also focused on improving the Quality Score of active keywords by ensuring clear ad group structures, which allowed for the creation of relevant ad copies.

Ad Copy

• We regularly ran A/B tests for both search and display campaigns. Each test was analyzed to identify the best-performing assets. Based on the insights gathered, we generated new hypotheses for future ad copy and banner creation.
• Additionally, we conducted competitor analysis, comparing USPs, and adapted our offers to align with the competitive landscape, ensuring our messaging remained strong and relevant.

Locations

• We consistently analyzed customer data to identify the best-performing locations for maximizing ROAS (Return on Ad Spend) and scaling results.
• The primary markets targeted included the USA, UK, Australia, Canada, and European countries. This geographic targeting allowed us to focus efforts where the highest return was achievable.

Banners

• Our designers regularly prepared new banner packs for us to test different visuals with different CTA for TOFU and BOFU campaigns, which helped us prevent fatigue from them.

Competitors Analysis

• We regularly checked the Auction insights and tried to analyze the activities of our competitors for us to understand how to improve our ads and increase the search impression share.

Landing Page

• Using GA4 and Microsoft Clarity data, we conducted a detailed analysis of user behavior on the landing page and identified areas for improvement. Based on this data, we suggested a series of A/B tests to determine the best-performing landing page.
• We also pinpointed key conversion rate optimization opportunities, which were implemented to improve user experience and drive higher conversions.

Scaling

• After evaluating the performance, the client decided to increase the PPC budget. By the fifth month of collaboration, we had successfully doubled the budget while maintaining the same CPA on Google Ads, showcasing our ability to scale efficiently.
• To further avoid high competition and maintain cost-effectiveness, we recommended expanding into Microsoft Ads. This new channel allowed us to attract new users at a lower cost, complementing the efforts on Google Ads and providing a more cost-efficient approach to scaling.