Case · SaaS
UngappedMore new users and better leads.
Ungapped sells a platform for email marketing and events to companies and organisations. We took over Google Ads in July 2020 to get more people to create an account.
- Engagement
- 2020 to 2024
- Channels
- Search, display, Gmail and Microsoft Ads
- Market
- Sweden
Results
+46%
New users
-6%
Cost per new user
+31%
Clicks
-5%
CPC
October 2020 to March 2023 compared with the period one year earlier. New users covers the whole account. Cost, clicks and CPC cover search ads.
In 2021 conversions from search ads grew by 97% compared with 2020, while cost per conversion fell by 10%. The largest increase came from searches that did not include Ungapped's name.
About the client
Ungapped is a platform for email marketing, event management, surveys, SMS and marketing automation. Its customers are both mid-sized and large organisations.
Since 2021 Ungapped has been part of the Finnish company Liana Technologies.
The assignment
The engagement started with a new foundation for the account with structure, bid strategy and ads for new landing pages. Ungapped wanted to follow conversions per product and find keywords that could carry new content.
Over time the focus moved from the number of leads to their quality.
How we worked
Tracking of new accounts
We set up tracking of new accounts in Analytics and Google Ads. The account could then optimise towards what actually counted.
Control of search traffic
Match types and negative keyword lists steered traffic towards searches with real purchase intent.
Companies ready to switch
With Gmail ads we reached companies already using email marketing that could be ready to switch platform.
More B2B buyers with Microsoft Ads
We expanded to Microsoft Ads to reach more B2B buyers beyond Google.
Display built on the sales team's audiences
The sales team's insight into which customers became deals was turned into display audiences. That let us niche the advertising towards those groups and raise the quality of display traffic, and the effect showed in search advertising too. From October 2022 to September 2023 conversions from display rose by 1,467% compared with the year before.
Continuous message testing
Messages and offers in the ads were tested continuously. The results decided which ones stayed.
The collaboration in practice
The sales team's view of the leads
We reviewed the leads with Ungapped's sales team. The sales reps showed which kinds of enquiries became customers and which did not. With that as input we excluded thousands of keywords that attracted the wrong audience and steered the account towards leads of higher quality.
Monthly reports with comparisons
Every month Ungapped received a report against the previous month and the same month last year. Changes in the competition showed up early and the bid strategy was adjusted in time.
“The ads have been effective in generating potential customers. We've been working with DigitalMassa for several years, and their efforts are a significant factor in Ungapped's growth, which has increased by over 40% in just the past year.”
Therese Tullgren
Former Head of Marketing at Ungapped
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