B2B SaaS Performance Marketing Case Study - AIO Tests

Growth-led Performance Marketing & Messaging Case Study

How growth.cx leveraged Google PPC Campaigns to boost AIO Test’s conversion rate from 7.18% to 9.72% and cut CPA by 96%

aiotests

17.41%

CTR from just 5.37%

96%

Decrease in CPC

About AIO Tests

AIO Tests is an all-in-one QA testing and test management app for Jira, offering AI test case generation, full traceability, and seamless project integration to boost software quality.

Pain Points Faced by AIO Tests

  • High CPCs in key regions limited cost-efficient scaling.
  • Conversion flow had friction due to lead forms and manual installation steps.
  • Limited visibility into actual installs from paid campaigns.
  • Need for clearer measurement of high-intent traffic and conversions.

Offices :

Pune, India

Business Type :

B2B SaaS

Industry:

Software Testing / QA Automation

Ideal Customer Profile :

Regions: India, USA, and European countries

Buyer Persona: QA Managers, CTOs, and Tech Leads in software, SaaS, and IT companies

Domains: Test Management, QA Automation, AI-Powered Testing, Jira Integration

Company Size: Mid-to-large tech companies (100–1,000+ employees)

Our Observations

  • Google & Meta selected as initial ad platforms.
  • Planned geographies: India, US, Middle East, EU, and Africa.
  • India had high search volumes and low CPC — an ideal starting point.
  • The US had high search volume but extremely high CPC (e.g., $499.57 for “automated testing”).
  • The Middle East & EU had moderate search volumes but high CPCs.

Challenges we faced

  • High CPC in key regions like the US and EU.
  • Complicated SaaS-related search terms require deep manual analysis.
  • Long buyer journey due to lead form + manual installation process.
  • Inability to track installs from Google Ads due to Atlassian Marketplace limitations.
  • The initial conversion event was a button click, not an actual redirection to the install page.
  • Difficulty mapping installs back to specific campaigns.

Platforms We Chose:

  • Google Search Ads
  • Google Display Ads
  • (Meta was considered initially but not pursued.)

Total Number of Campaigns:

  • Search campaign targeting India
  • Search campaign targeting the US
  • Display campaign targeting India
  • Display campaign targeting USA
  • Search campaign targeting EU
  • Search campaign based on Competitors
  • Remarketing Campaign

Our Strategies

  • Started with Google Search Ads in India due to high volume and low CPC.
  • Removed the lead form from the landing page to simplify the user journey.
  • Changed CTA strategy to direct users to Atlassian Marketplace after a brief delay via the Thank You page.
  • Introduced campaign expansion to the US, Germany, UK, Switzerland, Poland, and Italy.
  • Proposed and implemented Usermaven to track actual installs from ad traffic.
  • Continuously optimized keywords, ad copy, landing pages, and budget allocation.
  • Started targeting competitor brand keywords for high-intent traffic.

Campaign Strategy

  • Phase 1: Target India and the USA to test ad performance at low CPC.
  • Phase 2: Scale to the US/EU after India showed consistent ROI.
  • The campaign goal transitions from lead capture to Atlassian Marketplace redirection.
  • Introduced auto-redirect after CTA click to better track true intent.
  • Used high-performing keywords like “qa testing” and “automated testing.”
  • A/B tested landing pages with different CTAs (Try it Free vs. Try it Free + Book Demo).

Our Execution:

  • Launched the first campaign on March 3, targeting India and the USA.
  • March Performance: CTR: 5.37%, Conv. Rate: 7.18%, CPC: ₹86.04, Cost/Conv: ₹1.2K, Conversions: 26
  • April–May Performance (after strategy shift): CTR: 17.96%, Conv. Rate: 9.56%, CPC: ₹10.02, Cost/Conv: ₹105, Conversions: 2.88K
  • June Performance (Latest): CTR: 17.41%, Conv. Rate: 9.72%, CPC: ₹3.56, Cost/Conv: ₹36.67
  • Implemented Usermaven for install tracking and attribution.
  • Optimized campaigns based on search term analysis and landing page behavior.

What worked?

  • Targeting India first for cost-efficient results.
  • Removing lead form & auto-redirect to Atlassian Marketplace.
  • Using Usermaven for better install tracking.
  • The landing page with only "Try it Free" performed better than "Try it Free + Book Demo."
  • Competitor keyword targeting brought in high-intent traffic.

What didn't work?

  • The initial lead form-based conversion strategy added friction.
  • Inability to track exact installs via Google Ads without third-party tools.
  • Some campaigns had low relevance due to broad search terms.

End Result

  • CTR increased from 5.37% in March to 17.41% in June.
  • Cost per conversion dropped from ₹1.2K to ₹36.67.
  • Conversion rate improved from 6.60% to 9.72%.
  • Average CPC dropped from ₹86.04 to ₹3.56.
  • Significant increase in installs reported by the client.
  • Strategy validated — now scaling budget and planning remarketing campaigns.

March, 2025

result

April - May, 2025

result

June, 2025

result

All Time

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Key Services : Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing

Key Services : Branding,Website UI, Content Marketing, Messaging, Positioning, Wordpress Development.