WOCO

The primary objective was to develop and implement a performance-driven B2B marketing and outreach strategy for Woco’s HRMS Platform.  Woco’s HR management platform, before collaborating with Upthrust, was facing inconsistent lead quality, high cost per click (CPC), low Quality Score, and high cost per demo. Our priority was to reduce this cost per demo while making their ad performance better and landing page experience smoother.

Challenges

High Competition: The data protection market is highly competitive and requires a targeted approach to stand out.
Complex Product Messaging PPDM is a technical topic and requires a clear and compelling ad copy to communicate every message effectively.
Maximizing ROI: We had to ensure optimized ad spending to receive the best possible returns on our investment.

60+

Demo Books In 1 Quarter

56%

Reduction in cost per conversion

11.11%

Conversion Rate

The keyword research process was done to find keywords with high & medium search volume for HR platforms.

Solution Approach

To address Woco HRMS’s performance marketing challenges, we implemented a full-funnel optimization strategy to improve the lead quality and reduce the cost per demo.

Extensive Keyword Research:

Conducted in-depth analysis to find out high-intent, relevant, long-tail search terms. We were focused on targeting active users seeking HR software solutions by improving relevance and ad engagement.

Ad Copy Optimization:

Redeveloped the Ad creatives to align with user intent, industry pain points, relevant search terms to make WoCo stand out among competitors. Curated clear value propositions, strong CTAs, and targeted messaging ito improve CTR and Ad quality score.

Landing Page Optimization:

Revamped landing pages with persuasive copy, strong social proof, simplified demo booking CTAs, and mobile responsiveness. These changes directly reduced user friction points and reduced drop-offs in the conversion funnel.

Lowering CPC through Quality Improvements:

With better keyword alignment, improved ad relevance, and higher landing page quality, we successfully increased Quality Scores—bringing CPCs down and improving ad delivery efficiency.

Consistent Lead Generation:

Refined targeting parameters, implemented negative keyword filters, and optimized campaign performance on regular basis to achieve a steady flow of qualified leads to improve pipeline velocity.

results

Reduced cost per conversion by 56%
Got 60+ demo booking in 1 Quarter.
Got a conversion rate of 11.11%
25% reduction in cost per demo

conclusion

By aligning Woco’s messaging with high-intent search behavior and removing friction with landing page optimization, we were able to create a consistent lead-gen engine for the brand. We focused on improvements in keyword strategy, ad relevance, and landing page experience to get a good number of high-quality demos, adding to Woco’s future growth.

Landing Page Optimization really helped with the conversation rate.

in-depth ad analysis always gets results

Chait Jain

CEO, Univa

“We wanted someone who had a fundamental thought process in terms of approaching overall digital marketing when we found Upthrust for Univa.”

Univa

From on-field marketing to building an online presence and digital marketing with the aim of improved revenue that led to an exceptional lead generation rate.