How BinkInc Helped a SaaS Tool Increase Interest in Free Trials by 477%
A SaaS tool designed to enhance agile planning and dependency management within Azure DevOps sought to increase interest in its free trials as part of a broader lead generation strategy. Despite offering a robust product, the tool’s existing digital marketing efforts were underperforming, with low engagement rates and high advertising costs.
By partnering with BinkInc, the tool implemented a targeted search engine marketing (SEM) strategy that delivered transformative results.
These included:
- a 477% increase in interest in beginning a free trial
- a 328% rise in webpage traffic
- and a 71% reduction in cost per conversion.
This case study outlines how the strategic approach revitalized the tool’s marketing efforts, driving measurable success.
increase in interest in beginning a free trial
rise in webpage traffic
reduction in cost per conversion
The Challenge
Despite its value, the SaaS tool faced significant challenges in generating free trial interest:
- Low Engagement in the Funnel: Many prospective users failed to progress from ad clicks to the free trial CTA.
- Underperforming Ads: Existing Google Ads campaigns had low click-through rates (CTR) and high costs per click (CPC), leading to inefficient spending.
- Misaligned Targeting: Ads were not reaching the right audiences, such as Azure DevOps users and SAFe practitioners.
The tool required a data-driven, focused approach to overcome these obstacles and achieve its goals.
The Solution: A Strategic SEM Overhaul
1. Mapping the Conversion Funnel
BinkInc began by analyzing the tool’s conversion funnel, identifying drop-off points between ad clicks and the free trial CTA. Insights from this analysis informed changes to ad messaging and the landing page experience.
2. Refining Display Ad Targeting
BinkInc enhanced the tool’s display ad campaigns by:
- Narrowing the audience to Azure DevOps users and SAFe-aligned organizations.
- Creating ads that addressed pain points such as planning inefficiencies and dependency challenges.
3. Optimizing Search Ads
A complete overhaul of the tool’s Google Ads campaigns focused on three targeted themes:
- Azure DevOps Integration – Highlighting seamless compatibility with existing workflows.
- SAFe Planning Tools – Showcasing the tool as an indispensable asset for agile teams.
- Dependency Management – Addressing critical collaboration and workflow bottlenecks.
BinkInc ensured that ad copy, keywords, and landing pages were tightly aligned to improve relevance and engagement.
The Results
BinkInc's efforts delivered exceptional improvements across key performance metrics:
Return on Spend Improved
- Cost per conversion decreased by 71%
- Average CPC dropped by 54%
Increased Ad Engagement
- CTR improved by 104%
- Clicks increased by 258%
Conversion Funnel Impact
- Interest in signing up for a free trial increased by 477%
- Conversion rate rose by 61%
Conclusion
BinkInc’s SEM strategy not only revitalized the company’s Google Ads performance but also established a sustainable framework for ongoing lead generation. By aligning search campaigns with user intent and product value propositions, BinkInc helped the company significantly increase free trial sign-ups and build a stronger sales pipeline.