Revizto gets 31% more qualified demo requests at 29% lower cost per qualified demo request across Google and Microsoft Ads

Our approach

1. Split non-brand Search by intent. Replaced one generic campaign with a Prospecting campaign built around the buyer’s problem language and a separate Competitors campaign, each with its own budget and ad groups. Paused campaign types that added reach but no demo requests and moved that budget into Search.
2. Built a two-list negative keyword system. One list applied account-wide, one applied to Prospecting only, so competitor terms trigger only the campaign built for them. Weekly search term reviews keep both lists current.
3. Moved Google Smart Bidding to Target CPA with guardrails. Replaced Maximize Conversions with Target CPA portfolio strategies and maximum CPC limits, one for non-brand and a separate one for Brand. Tuned targets at ad-group level as data came in, spending more where demo requests followed.
4. Rebuilt Microsoft Ads into a second demand channel. Moved the brand campaign off Target Impression Share onto conversion-based bidding. Launched a Prospecting campaign with the same structure, ad copy, and negative keyword logic as Google.
5. Used Microsoft’s LinkedIn profile data to weight bids toward Revizto’s ICP. Raised bids on job functions and industries that match Revizto’s buyers. Cut or excluded those that never convert.
6. Updated ad copy. We wrote new responsive search ads for every ad group, tightly matched to each theme, with every headline and description written to read correctly in any combination and pins used only where the message needs a fixed order. Ad assets were refreshed to match each landing page.