US Project Management SaaS: 3x Monthly Trial Signups and 41% CAC Reduction

Keyword Universe Mapping

Identified 340 high-intent keyword targets across four bottom-funnel categories: comparison pages (product vs. seven named competitors), alternative searches ('[competitor] alternative'), use-case landing pages ('project management software for [vertical]'), and integration pages ('project management + [tool] integration'). Each category had distinct search intent and required distinct content architecture.

Content Architecture Design

Designed a content architecture that separated evaluation-stage content (comparison and alternative pages, high commercial intent, direct trial CTAs) from educational content (use-case and feature pages, lower intent, softer CTAs). Evaluation-stage pages were prioritised in the first 90 days for maximum commercial impact.

Google Ads Restructure Plan

Designed a Google Ads restructure moving from broad category terms to a 4-campaign structure: High-Intent Search (exact and phrase match on conversion-intent terms), Competitor Conquesting, Branded Defence, and a Performance Max campaign with custom audience signals from existing trial signups.

Comparison & Alternative Page Build

Built 28 comparison and alternative pages in the first 90 days, each structured around the specific evaluation criteria buyers use when assessing project management software (pricing, integrations, ease of use, reporting, support). Pages were written to be honest, detailed, and genuinely useful, not thin keyword-stuffed content. All 28 pages were indexed and began ranking within 6 weeks of publication.

Google Ads Restructure

Rebuilt the Google Ads account into the 4-campaign architecture. High-Intent Search campaigns targeting evaluation-stage terms achieved a $142 cost-per-trial in the first month, a 54% reduction from the $310 baseline. Competitor conquesting campaigns targeting named competitor brand terms delivered a 3.1x ROAS in week two.

LinkedIn Ads Launch

Launched LinkedIn Ads targeting project directors, PMO leads, and operations managers with company size 100–2,500 employees. Initial campaign served thought leadership content (educational) to build awareness, with retargeting campaigns serving comparison content and trial CTAs to engagers. LinkedIn became the second-highest MQL source by month three.

Organic Search Scaling

By month six, 23 of the 28 comparison and alternative pages ranked on page one for their primary target keyword. Organic trial signups grew from near-zero to 42% of total monthly trials. By month eight, organic had become the highest-volume single trial source at 60% of total MQL volume.

SDR Transition

With inbound volume growing, the client began transitioning SDR resources from pure outbound to inbound qualification and nurturing, reducing outbound SDR headcount by 2 FTEs while maintaining pipeline volume. This budget reallocation further reduced blended CAC and improved SDR productivity metrics.