PPC CASE STUDY : Upcloud

How We Achieved a 250% Improvement in Customer Conversion Rate

And Transformed PPC from Lead Generation to a Cost-Efficient Customer Acquisition Engine.

The problems our client faced

UpCloud, a global leader in cloud hosting, successfully drove high volumes of trial sign-ups through in-house paid search, but these trials were not converting into paying customers at a sufficient rate.

Campaigns were optimized solely for trial sign-ups, which proved to be an unreliable success indicator as it failed to consistently

A lack of real-time Salesforce-Google Ads connection meant reliance on delayed bi-weekly or monthly manual data exports, limiting quick optimization.

WHAT WE DID

Step 1

Reverse-Engineered Conversion Paths

We utilized Google Ads, GA4, and offline data to identify high-value campaigns, keywords, and geographies, moving beyond just trial sign-ups as a metric.

Step 2

Strategic Account Restructuring

We consolidated 18 fragmented campaigns into 9 core campaigns, allowing for better budget allocation and increased data density for bidding algorithms.

Step 3

Refined Keyword Groupings

Keyword groupings were refined into tightly structured ad groups, which increased ad relevance and led to a 10% increase in CTR.

Step 4

Targeted High-Intent Keywords & Messaging

We focused on transactional queries (e.g., "enterprise cloud hosting") and A/B tested ad copy to capture higher-intent users, resulting in a CTR increase from 4.85% to 7.04%.

Step 5

Manual Attribution Framework

Recognizing delays in Salesforce data, we built a manual attribution system using historical offline conversion data to identify high-value campaigns, ke

Step 6

Smart Bidding Experimentation

We tested target impression share bidding against target CPA bidding for high-value keywords, achieving a 74% search impression share and a 7.04% CTR, allowing for a confident shift to a maximize-conversions strategy

Step 7

Landing Page & CRO Improvements

Landing page content was adjusted to reinforce key value drivers for SMBs, reducing friction in the trial signup-to-customer process.

Increase Customer CVR to 3%

THE RESULTS

Data-Driven Wins

Increase

0 %

in Customer Conversion Rate

Decrease

0 %

in Customer Acquisition Cost

Increase

0 %

in paying customers

Optimisation On All Fronts

From ad creative and messaging to website UX and add-to-carts, we make sure the user journey is fully optimised.

Continuous Iterative Testing

Testing what works from the get-go allows us to help our clients make informed, data-driven decisions.

Remarketing & Multi-Touch

No buyer purchases on the first click. Our tailored strategic approaches drive repeat website visits for real conversions.

Making It Personal

We cut through the marketing noise by offering personalisation at scale for meaningful engagement.