SaaS Financial CRM
01The Problem
SaaS Financial CRM needed to generate qualified leads for a specialized finance team CRM solution targeting mid-sized businesses (50-500 employees) in US & UK markets. Lacked a systematic approach to balance high-intent demand with broader brand awareness, limiting overall lead volume and quality.
02The Solution
Built a dual-channel Google Ads strategy leveraging Search Ads for high-intent demand capture and Display Ads for brand awareness building. Combined 15 carefully selected high-performing keywords with custom intent audience targeting and strategic remarketing to non-converting visitors. Implemented comprehensive conversion tracking for free trial signups and behavioral micro-conversions.
03The Execution
Ad Strategy
Search Ads: 15 high-performing keywords including 'financial CRM software', 'best CRM for finance teams', 'SaaS financial management software'. Targeting finance managers, CFOs, operations managers. Display Ads: Placements on business and finance websites, SaaS blogs, and tech publications. Remarketing focused on non-converting visitors with emphasis on 7-day free trial benefit.
Funnel Structure
Multi-stage funnel: High-intent keywords → Free trial signup page. Display audience → Brand awareness content → Remarketing with trial emphasis. Micro-conversions tracked: pricing page views (TOS > 2 min), demo request clicks, signup page entrance.
Pages
Optimized free trial landing page emphasizing ease of use and finance-specific features. Separate pages for each CRM use case (accounts payable, accounts receivable, general finance operations). Comparison page vs competitors highlighting finance-specific functionality.
Systems
Integrated Google Tag Manager for comprehensive event tracking. Set up Google Analytics 4 for user journey analysis. Implemented audience segmentation for high-intent searchers vs display awareness audiences. Created conversion tracking for trial signups, pricing page views, and demo requests.
04Key Metrics
05Visuals
06Results Summary
Google Ads campaign delivered 1.2 million impressions and 32,000 clicks, generating 1,280 free trial signups at $80 cost per signup (4% conversion rate). Search ads proved 2x more efficient than display for conversions, while display ads built brand awareness among finance decision-makers. Remarketing audiences converted at 2x the rate of cold audiences, demonstrating high engagement. Top-performing keywords included 'financial CRM SaaS free trial' and 'CRM for mid-sized business'. Data insights revealed strong correlation between pricing page visits and trial signups, enabling optimization for higher-intent segments. Recommendation: increase budget allocation to top-performing keywords and expand remarketing audience reach.