PPC: CASE STUDY
How we Achieved a 118% New Customer Increase While Reducing CAC by 78%
CAC Reduction ↑
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%
CVR Increase ↑
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%
New Customer Increase ↑
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%
Before Somebody Digital vs After Somebody Digital
Complete Performance Transformation
Conversion Rate
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0
%
Cost per Customer
-
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%
Lead Volume
+
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%
THE CLIENT
Meet UpCloud
UpCloud is a European cloud service provider offering high-performance cloud infrastructure for businesses that demand maximum speed and reliability. Serving small and medium-sized businesses across managed hosting, IT services, eCommerce, SaaS, and PaaS industries, UpCloud has built a reputation for delivering enterprise-grade solutions with unmatched performance.
“In the short time we’ve been working with Somebody Digital, we’ve been incredibly impressed with how rapidly we’ve seen results. Most importantly, their use of experimentation and data-informed decision making has been invaluable in helping UpCloud see significant improvements in our media efficiency and toward our ambitious growth targets.”
Manuel Heilmann
Chief Commercial Officer, UpCloud.
THE STRATEGY
How We Captured Higher Value Leads
UpCloud needed to generate quality leads through free trial sign-ups, but their fragmented search advertising was failing to deliver.
Fragmented Campaigns
18 disjointed campaigns without clear strategy or efficient budget allocation
Poor ROI Visibility
Unable to identify which campaigns drove value beyond initial sign-ups
Missing High-Intent Users
Failing to capture customers ready to buy at a profitable acquisition cost
THE SOLUTION
Capture Higher Value Leads
We implemented a comprehensive, data-driven overhaul of UpCloud’s entire Google Ads account. Our process was methodical and focused on driving efficiency and targeting high-value conversions.
PHASE 1 :
Deep-Dive Analysis & Research
Deep-Dive Analysis & Research
- Market and competitor analysis to identify positioning opportunities
- Geographic performance assessment to optimize regional budget allocation
- Keyword and search intent analysis to prioritize high-converting terms
- Landing page conversion mapping to direct spend toward proven performers
- Historical CRM data analysis to identify patterns in successful customer acquisition
PHASE 2 :
Strategic Account Restructuring
Strategic Account Restructuring
- Consolidated 18 fragmented campaigns into 9 streamlined, high-performance campaigns
- Introduced structured campaign tiers, differentiating high-value markets (US, UK, Germany, Netherlands) from testing regions
- Eliminated low-converting markets (like Indonesia) that generated signups but no customers
- Refined keyword groupings into tightly structured ad groups for improved relevance
PHASE 3 :
Optimization & Creative Innovation
Optimization & Creative Innovation
- Implemented smart bidding experimentation, testing Target Impression Share vs. Maximize Conversions strategies
- Developed a creative attribution framework to overcome Salesforce data delays
- Executed comprehensive ad copy testing, improving CTR from 4.85% to 7.04%
- Optimized landing pages to reinforce key value propositions for target segments
THE RESULTS
Award-Winning Performance & Efficiency
The strategic transformation delivered exceptional results across all key performance indicators
Reduction in Customer Acquisition Cost
+
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%
Trial-to-Customer CVR Improvement
+
0
%
New Customer Increase
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0
%
“These signups weren’t converting into paying customers at sustainable rates. With a baseline customer conversion rate of just 1.21% and high customer acquisition costs, the company needed a strategic partner who could demonstrate measurable improvement in lead quality and conversion efficiency.”
Devon Hyde
Director, Digital Strategy & Client Solutions at Somebody Digital
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