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Adalo
We brought Adalo more awareness, more customers, and saved more money than it cost them to work with us.
-28.5%
+4.5%
+10,000
Snapshot of Results
The primary goal was to reduce their customer acquisition costs and above all else, "we need lower CACs now!". So we starting pulling levers in the first week before they got fully onboarded. After 8-weeks of working with us, we have:
- Increased the number of clicks to their website by +10,000 each month.
- Reduced the customer acquisition cost by -28.5% when comparing to before we started.
- Increased MRR by +4.5% each month. So now every month the customers base is compounding faster.
"We’ll never go back to the ‘set-it-and-forget-it’ approaches most ad agencies take. They made changes on day 1, and simply haven’t stopped!”.
Who are Adalo?
Adalo is a "no-code app builder" that helps businesses and makers alike build apps for your iPhone / Android / Web without knowing how to code. That means if you're a:
- Retail store that needs a curbside pickup app (Check)
- A sales guy that wants your own custom CRM (Yep)
Or a 500 person team who needs an internal messaging app - Adalo does that too.
If you need a mobile app, they are your one-stop shop.
As a company, they're a non-Silicon Valley SaaS startup. They took the venture path and raised north of +$10M with the last round led by Tiger Global. Which is pretty damn awesome but after coming down from the hype, they knew their paid acquisition needed to work harder.
A Big Problem
So they came to us with a clear goal: lower the customer acquisition cost. We have a very specific playbook for this that follows the most basic principle of paid marketing:
Spend more where it works, and less where it doesn't.
It's simple in theory but not easy to execute, because without knowing what buttons to click and when to click them - you end up trending up one week, and plummeting back to earth next week.
This initially sounded like slam dunk but there was a catch - one of the biggest competitors in the space, started unloading their marketing budget on tons of Adalo's keywords. Which means that if nothing was done - customer acquisition costs will go up dramatically!!!
The Approach
We broke down Adalo's existing ad campaigns into the sum of their parts and reassembled them with:
- New uncompetitive keywords. This helped us avoid competing directly against high keyword bids driven up by the biggest competitor!
- Wrote targeted ad copy by reorganizing the keywords so that each ad group has a clear subject and objective. This way when someone searches, "design a payments app" we could serve up an ad to reflect "designing" and "payments app".
On top of that we changed the strategy, launched multiple new display ad and search campaigns, and designed a retargeting funnel so we could extract the most value from new audiences and freemium users.
Results so far..
With big marketing budgets, these small performance gains pay big dividends and will continue reap rewards in the coming months.
- Reduced the customer acquisition cost by -28.5%
- Increased new MRR by +4.5% each month
- Increased ad clicks by +10,000 each month
We did this without ever increasing their ad spend.
Even better - the CAC savings alone (not including new MMR), paid for Surge in the first month. We see these impacts trickling down to other marketing channels like Facebook Retargeting and Email Nurture Sequences because those channels work better with more website traffic.
While we are still building out new acquisition funnels and improving the metrics on a daily-basis, Adalo is already back on track to make a big impact in the no-code space.