Zebra BI decreases cost per trial by 70% in 5 months with a strategic Google Ads approach

Zebra BI specializes in advanced data visualization for Microsoft Power BI and Excel. Their tools help businesses transform complex data into clear, actionable, and easy-to-understand reports and dashboards. Zebra BI’s visuals are certified for the International Business Communication Standards (IBCS), ensuring that financial and business reporting is standardized and unambiguous, which helps companies make better, data-driven decisions.

Our approach

• The entire Google Ads strategy was re-centered around the primary business goal of generating high-quality product trials.
• A comprehensive audit and cleanup of the account eliminated all sources of inefficient or wasteful ad spend, creating a strong foundation for growth.
• A complex account structure was consolidated into a couple of highly efficient campaigns to provide the best structure for Smart Bidding.
• We utilized Portfolio Strategies and conversion-focused bidding to optimize campaign performance. The structure was gradually refined into a more efficient one, based on recent progress.
• All ad assets were updated based on best practices, including a full refresh of Responsive Search Ads (RSAs), callouts, and sitelinks. We also introduced strategic headline pinning to ensure key messages were always visible.
• In-depth research identified the most valuable keywords, ensuring ad investment was focused on users with the highest potential to become customers.
• We strategically and boldly excluded all non-commercial non-ICP audiences from ad delivery.
• Collaboration with internal teams led to great optimizations of the website’s landing pages.