Sarah Brody

Overview

Wiza is a sales prospecting platform that allows you to find real-time verified email addresses and phone numbers for B2B outreach.

When Mike, VP of Marketing at Wiza, first reached out to me, he was eager to revamp their under-optimized Google Ads account in order to generate more free users and paying customers for Wiza.

The Strategy

I started out with some thorough keyword research in order to identify the best fits for us to target, then created new campaigns and ad groups, designed to be highly relevant with those keyword groups.

By restructuring Wiza’s campaigns, keyword selection, and ad copy to align with best practices, I positioned the account to improve ad quality and performance, ultimately driving significant improvement in conversion volume.

Big Win #1: Landing Page

One of our biggest wins was testing a dedicated landing page for our top-performing ad campaign. We had been sending traffic from this campaign to the Wiza homepage, which looked like this:

I was eager to see if we could influence our conversion metrics by embedding a form directly on the page we sent traffic to, instead of requiring visitors to perform an additional button click in order to access the form. I recommended we build out a dedicated LP with a clear, keyword-optimized, value-prop-focused headline, an embedded form, and a “Try it Now” CTA. It looked like this:

After running this test, not only did we switch the ad campaign to send traffic to the new landing page, but the Wiza team also decided use the new page for their additional paid ads channels, and updated the Wiza homepage to use some of the conversion-optimized elements from the landing page.

Big Win #2: Bid Strategy

Another big win was testing bid strategy to find the most effective option. We had started out with a maximize clicks bid strategy in order to get the brand new campaigns off the ground. After a few months, once we had enough conversion data to justify it, we switched to a maximize conversions bid strategy in an effort to make new customer volume the #1 goal for the ad account.

When we looked at the data only a few weeks after making the change, we had seen:

• No significant increase in charge conversions (new customers)

• A massive decrease in signup conversions (free users)

as reported by Google Ads. So we switched back to maximize clicks.

However… after another couple of months, I saw something fascinating. Looking at our month-over-month reporting in HubSpot, July was a clear outlier with far higher customer volume than the months we had used a maximize clicks strategy.

What an incredible lesson in the importance of accounting for attribution lag, sales cycles, and variations in reporting across platforms.

Once I noticed the impact that the change in bid strategy had actually made, we made the switch back to maximize conversions in October, and we saw similarly outstanding results.

Summary

By restructuring Wiza’s Google ads account with optimized campaigns, ad groups, keywords, and ad copy, as well as implementing key tests to improve conversion, we were able to achieve very strong growth throughout the year, in both average and total MRR from PPC-driven customers:

What a pleasure to work with the Wiza team, and achieve such incredible growth!