HR Acuity

The Challenge

HR Acuity, a SaaS company in the employee relations solutions space, came to Seer to optimize their Paid Search campaigns to improve demo request results. We set about crafting a plan to help our client’s paid search efforts improve quality of leads, as well as volume and efficiency metrics to meet these goals.

The Strategy

To help HR Acuity hit their goals, we restructured and consolidated existing campaigns with an eye on boosting the CPA efficiency and overall account management. Consistent testing was key to optimizing and strategically expanding their campaigns.

A competitive analysis informed our ad copy expansion and testing strategy, leading to the launch of new and evergreen copy to improve user engagement and drive more qualified traffic. We also evaluated our client’s bidding strategy, testing Value Based Bidding to improve the quality and quantity of demo requests. To scale search efforts, we tested a broad match campaign to drive more efficient CPCs and CPAs. Beyond overhauling bidding and ad strategies, our approach also involved testing landing pages to improve performance.

The Results

With demo requests as our client’s main point of conversion, our Smart Bidding test drove a +18,084% increase in conversion value and a 67% increase in conversion volume, MoM. The combined approach of restructuring competitor campaigns, landing pages, and ad copy optimizations led to a 171% increase in conversions MoM, as well as QoQ. A revised broad match campaign drove a CPA that was 60% more efficient than original campaigns that did not contain broad match keywords.