How a CSV importer platform cut their ad spend by 50% while getting more high-quality leads
Dromo.io is a CSV and Excel importer platform. They help companies seamlessly integrate spreadsheet data into their software applications, catching errors and formatting issues.
When they reached out, Dromo was a bootstrapped startup looking to scale their lead generation and drive more revenue with Google Ads.
Project Highlights
Before
Dromo was facing a classic startup challenge – making the most of limited resources while competing against larger, well-funded companies. After attempting to run Google Ads themselves for some time, they had hit a wall.
- They were spending between $15,000-25,000 monthly but only generating a handful of leads at a steep cost per lead.
- What’s worse, they were getting low-quality leads instead of the serious B2B customers they were after.
The frustrating part was that Dromo could see their competitors' success with Google Ads, but their own campaigns just weren't getting there – even with advice from Google account managers and Google Ads “experts” they hired.
They knew there was demand for their product and believed Google Ads could be the key to reaching a wider audience, but they weren't sure how to make it work profitably with limited resources.
That's why they decided to seek expert help to unlock the potential of Google Ads.
During
What really moved the needle for Dromo was getting three key pieces in place.
- First, I set up proper tracking that could follow a lead from the first click all the way through their sales pipeline in both HubSpot and Intercom.
- Second, I switched to Smart Bidding to make better use of all this new data they were collecting and maximize ROI.
- Finally, I revised all of the Google Ad copy and used response search ad pinning to ensure that each user was getting correct messaging. This was especially important for Dromo, as their niche tool requires users to know exactly what they are getting before deciding to go to the website.
Setting this up required close collaboration with Dromo’s team, including the CTO, Head of Engineering, and all the co-founders.
- We hit a snag with conversion tracking early on, but we worked together to sort it out.
- I also helped them negotiate a better deal on Hubspot, knowing how pricey tools like that can be.
After
The results of our work together were evident across several key metrics:
- We cut their ad spend in half while actually getting more leads. Their cost per lead also dropped by over 50%.
- Their ads were performing better too – we saw 25% higher click-through rates while paying 50% less per click.
- The quality of leads coming in also improved. Instead of tire-kickers, they started getting exactly the kind of companies they were hoping to work with.
Their sales team went from sifting through low-quality leads to having productive conversations with potential customers who actually needed their product.
All this success has put Dromo on track to hit profitability by the end of the year – a big milestone for any bootstrapped company. They're doing so well with Google Ads now that they're branching out to LinkedIn ads and other channels.
