About project

Period: January 2021 – September 2024

Client: Worksoft Inc.

Subject: Google Ads Overhaul & PPC Optimization for Lead Generation and Brand Awareness

Worksoft, Inc. is a global leader in test automation solutions for enterprise applications such as SAP. To enhance lead generation and brand visibility, Worksoft turned to a full Google Ads program overhaul to drive high-quality traffic, demo requests, and awareness in a competitive space dominated by bigger-budget competitors like Tricentis.

Challenges Faced

  • Underfunded PPC Budget: Worksoft’s initial budget was far below competitive standards, requiring a 1400% increase over a few months to remain viable.
  • Outspent by Competitors: Even after budget expansion, Worksoft’s biggest competitor was outspending them by at least 3x.
  • Scaling Multiple Campaign Types: Search, Display, Remarketing, YouTube, and Competitor Bidding campaigns needed precise execution.
  • Performance Max & Display Issues: Spam leads resulted in wasted spend, forcing a strategic reallocation of budget.
  • Frequent Leadership Turnover: Changes in CFOs, CROs, and even the CEO required continuous alignment on PPC strategy and budget.

PPC Strategy & Execution

1. Budget & Campaign Expansion

  • Increased monthly PPC budget by 1400% over a few months.
  • Strategically managed budget constraints while competitors spent 3x more.
  • Focused spend on high-converting campaigns, reallocating funds from underperforming areas.

2. Search, Competitor & Branded Campaigns

  • Non-Branded Campaigns: Initially focused on high-intent test automation terms.
  • Competitor Bidding: Created campaigns specifically targeting Tricentis and other rivals.
  • Branded Defense Campaigns: Once competitors started bidding on Worksoft’s brand name, we launched branded campaigns to protect traffic.

3. Geographic Targeting & Audience Segmentation

  • Focused on key regions: North America (NA), EMEA, and DACH markets.
  • Segmented audiences by industries, job roles, and geographies.
  • Regularly refined targeting to increase lead quality and conversion rates.

4. Landing Page Optimization & CRO Enhancements

  • Continuously tested and improved web copy, headings, CTAs, and form designs.
  • Implemented A/B testing across landing pages to boost conversion rates.
  • Aligned ad messaging with landing pages to maintain consistency and improve Quality Score.

5. Smart Bidding & Optimization Strategies

  • Used a mix of Maximize Conversions, Target CPA, and Manual Bidding.
  • Adjusted bids, keywords, and ad groups to maximize results within budget constraints.
  • Paused underperforming campaigns and reallocated budget to high-performing areas.

Performance & Results

1. Lead Generation & Conversion Success

  • 1.57K total conversions driven by PPC.
  • Competitor campaigns converted significantly (186 conversions, $94K spend).
  • Branded campaigns delivered 396 conversions (North America alone).
  • Conversion Rate increased by 51.4%.
  • Sessions increased by 38%, showcasing improved traffic quality.

2. Cost Efficiency & Budget Impact

  • Despite being outspent 3:1, Worksoft dominated lead generation compared to all other channels.
  • Competitor bidding strategy worked so well that rival brands started bidding on Worksoft’s terms.
  • Performance Max and Display were scaled back after testing showed spam lead generation.

3. Business Outcomes & Competitive Impact

  • PPC became Worksoft’s top lead generation channel.
  • Most closed-won deals originated from PPC campaigns.
  • Whenever PPC campaigns were paused, lead flow dropped dramatically—proving the direct pipeline impact.
  • Worksoft’s brand recognition increased significantly, forcing Tricentis and others to increase their bids on Worksoft’s branded keywords.

Challenges & Key Learnings

  • Biggest lead generation channel for Worksoft.
  • Strongest closed-won deal source across marketing channels.
  • Demonstrated the power of strategic PPC, even when outspent.
  • Worksoft established itself as a major player, forcing competitors to adapt their bidding strategies.

This case study highlights how a data-driven PPC strategy, budget scaling, and competitor-focused execution led to Worksoft’s best-ever Google Ads performance. 🚀

 See All Case Studies
Categories: PPC, PPC Advertising