Case Study

SaaS Online Advertising Case Study

How we increased B2B lead quantity and lead quality and opened a new B2C market.

About The Client

Trusted Employees offers a B2B software-as-a-service solution that allows US companies to safely hire employees on a large scale. The software performs a background check on candidates to verify identity, employer history, credit, and criminal records.


Search engine competition for this industry is fierce, and the customer journey requires multiple touchpoints. The client hired us to make the most out of their marketing investments from a customer acquisition and lead quality standpoints.


We took care of the Google and Microsoft advertising accounts expansion. We identified thousands of new keywords and target audiences with a “test and learn” approach by integrating the Salesforce CRM on Analytics and sales team insights.


Weekly leads increased from 1.000 to over 1.600 in less than a year, with cost per acquisition decreased by 15%. Thanks to an integrated analysis of users’ queries on Google Ads and lead quality signals, we opened an untapped market, promoting the design and implementation of a new B2C product for candidates.


PPC MANAGEMENT: Search, Display, Retargeting, Microsoft Ads
WEB ANALYTICS: Salesforce integration support

Midsummer’s team has done an amazing job with our campaigns and helped ramp up our lead generation exponentially. Attention to detail and continual optimization has yielded impressive results. They become a key trusted adviser and always provide unique insights.


Robert – VP Digital Marketing

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