Leading SaaS User Acquisition in USA
Industry: SaaS / Software
Location: New Jersey, USA
Campaign: Google Search + AI Max
Objective: Acquire new users and convert them into paying customers.
Website: https://www.typeform.com/
CONTEXT
The campaign was built to grow a SaaS customer base through Google Search. The focus was not just on driving sign-ups, but on understanding which acquisition was actually turning into paid customers and recurring revenue.
CHALLENGE
The main challenge was balancing signup volume with customer quality. With 1,540 sign-ups, the important question was how many would actually become paid users. The account therefore needed to be managed around conversion quality, CAC, revenue, and recurring value, not just cost per signup.
For SaaS, this is critical because a low CPL can still produce poor economics when downstream paid conversion is weak.
APPROACH
We managed the account across the full acquisition funnel rather than optimizing only for clicks or sign-ups. Campaigns were structured around search intent and user acquisition, with keyword and search-term optimization used to control traffic quality and reduce wasted spend. Ad messaging and landing-page alignment were refined so the promise made in the search result matched the next step on the site.
At the conversion level, the focus moved beyond the initial sign-up. We monitored the relationship between sign-ups, paid conversion rate, new paid customers, CAC, revenue per signup, and recurring revenue, using those downstream metrics to judge whether acquisition was actually producing valuable customers. This follows the SaaS principle of optimizing toward qualified business outcomes rather than treating every form or trial as equal.
Ongoing management covered keyword cleanup, negative keyword expansion, campaign and budget adjustments, CPC monitoring, conversion performance, and the quality of users entering the funnel. The account was effectively managed as a customer-acquisition system, not just a Search campaign.
RESULTS
From Sept. 1 – Dec. 24, 2025, the campaign generated 15.9K clicks and 1,540 sign-ups from $21,306 in ad spend, with a $13.84 cost per signup.
More importantly, 277 new paid customers were acquired at a $76.92 CAC, generating $21,883 in new MRR and approximately $262,596 in annualized revenue. First-month ROAS was 1.03X.
KEY TAKEAWAY
The account was managed around customer acquisition economics, not vanity metrics. The real improvement came from looking beyond sign-ups and measuring what those users were worth after they entered the funnel.
