Case Study: How a Sydney Tech Startup Achieved 66% Sales Growth

& Secured Series B Funding

This story is about an Australian tech company that was struggling to grow its sales profitably through Google Ads (their main way to get customers). Even though they’d been using Google Ads for years, their results weren’t getting better.

Sales

Up with 66%.

CVR

Up with 136%.

CPA

Down with 11%

CTR

Up with 51%.

“Jeroen has a superior understanding of everything search – campaign management, tracking and analytics, landing pages and conversion rate optimisation. A real search superstar.””

Clancy – Head of Marketing

The Challenge:

This tech startup relied heavily on Google Ads to find new customers. But their campaigns weren’t working as well as they needed them to.

  • Their costs to get a new customer were too high, eating into their profits.
  • Their ads weren’t reaching the right people, so money was being wasted.
  • They needed much better results to secure important new funding for their business.

The Solution:

I took a deep dive into their existing Google Ads account and completely rebuilt it, using their past performance data to guide every step.

Getting Started:

  • I created separate ad campaigns for their brand name, general search terms, and each specific service they offer. This made ads much more relevant.
  • I split campaigns by location and device (like mobile phones vs. computers) to make sure ads showed up in the right places at the right time.
  • I did a lot of keyword research to find all the best search terms their customers were using. I also added many “negative keywords” to stop showing ads for irrelevant searches.

Ongoing Improvements:

  • I set up a special way to measure results (custom attribution model) to understand exactly which ads were leading to sales. This helped me spend their money more wisely.
  • I constantly tested different ad headlines and descriptions to see which ones worked best. I also gave advice on how to improve their website pages that ads sent people to.
  • I kept looking at what people were searching for, adding new keywords and negative keywords all the time to keep campaigns sharp.
  • I looked at how people used their whole website and gave advice on product or website changes that could lead to more sales.

The Results:

By making their campaigns much more targeted and relevant, the tech startup saw incredible improvements. These results were a big reason they were able to secure a major Series B funding round for their company’s future!

After 12 months:

  • Sales: Up by 66% – A huge boost in new customers!
  • Cost Per Acquisition (CPA): Down by 11% – They were getting new customers for less money, which meant more profit.
  • Conversion Rate (CVR): Up by 136% – More people who clicked on their ads were actually taking action (like signing up or buying).
  • Click-Through Rate (CTR): Up by 51% – Their ads were much more interesting and relevant, so more people clicked on them.