Case · SaaS and fintech
BillectaFrom new accounts to deals in HubSpot.
Billecta is a platform for invoicing and payments. Billecta was one of our first clients and we worked with them from October 2017 to September 2026.
- Engagement
- 2017 to 2026
- Channels
- Google Ads, Microsoft Ads, ABM and HubSpot
- Market
- Sweden
Results
+37%
Clicks
+57%
App users
+15%
Conversion rate
+3%
Cost per conversion
The whole account in 2022 compared with 2021.
In the first year, November 2017 to November 2018, new users grew by 83% compared with the year before.
Billecta's growth during our years together
Over our nine years together Billecta grew from five to 23 employees and multiplied its revenue.
+1,373%Net revenue 2017 to 2025
About the client
Billecta helps companies with invoicing, direct debit, recurring billing, invoice factoring and debt collection. The company was founded in 2014 and has its office in Stockholm.
Customers create an account and invoice directly in the service.
The assignment
The assignment was to get more business owners to create an account and start using the service. At first, value was measured in new accounts.
Over time the role grew. In the final years we worked as part of Billecta's growth team with account-based marketing, lead generation and RevOps in HubSpot.
How we worked
A search account that pays for the right searches
We built a new search account in 2017 and excluded searches that only resembled what Billecta sells. The budget went to business owners looking for invoicing software.
Campaigns per service
Invoice factoring, recurring billing, direct debit and mobile invoices got their own campaigns in Google Ads and Microsoft Ads with messages for each need.
Search data for the new site
Ahead of the new site we pulled out, in November 2019, every search term that had converted since the account started in 2014. We also listed the keywords where the ad was relevant but the page did not answer. The material went to the agency building the site, and when it went live in June 2020 we pointed the campaigns to the new pages.
Account-based marketing by industry
In summer 2025 we produced landing pages for 251 industries, with copy and images tailored to each audience and its needs, and built the page template together with Billecta's sales team. The pages supported the sales team's outreach and LinkedIn ads to the same companies. In five of the seven August 2026 answers where Google's AI mentioned Billecta for property companies and housing associations, it linked to an industry page.
RevOps with HubSpot
From November 2025 leads qualified in HubSpot, opportunities and new customers were fed back to Google Ads automatically. In summer 2026 the account stopped counting site forms as goals and bidding was steered towards qualified leads and verified customers instead. It meant fewer conversions but better leads.
Measurement that holds up
Consent Mode v2 and enhanced conversions were introduced in 2024 so measurement held up as consent requirements tightened.
The collaboration in practice
Leads that became deals
In 2023 we agreed with Billecta to follow which leads became deals. It became the basis for a closer link between HubSpot and Google Ads.
The same definitions as sales
In 2025 we set up a routine with the sales team for what counts as an MQL, SQL and opportunity in HubSpot. The goal was for Google Ads to steer not only towards sign-ups but towards what actually leads to paying customers according to HubSpot.
“Billecta has worked with DigitalMassa since 2017, and today Daniel leads our Ads accounts. Our success has largely been built on experimentation and good communication. We are very pleased!”
Rickard Hessner
CCO at Billecta
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