JUSTWORKS CASE STUDY



Improved media spend by 10X Increased CONVERSION rate by 62% Reduced Cost for sales qualified leads BY 66% Developed 500 Local PPC markets
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ABOUT THE COMPANY & CHALLENGE

Justworks, a rapidly expanding HR technology firm nationally recognized for its growth, engaged Appxem with a precise objective: to oversee, refine, and generate a greater volume of sales-qualified leads through digital paid media. Throughout the past 18 months and beyond, Appxem has not only achieved but surpassed these objectives, propelling Justworks to the forefront of HR Software-as-a-Service (SaaS) companies.

When Appxem took over paid media for Justworks, campaigns were optimized for leads but not for Sales-Qualified Leads (SQL). Justworks needed to target a specific slice of the broader market and count success only when a lead met Justworks’ firmographic specs.

In addition to lead quality it was imperative that we provided visualizations of the acquisition data and CRO analytics.



EXECUTION STRATEGY

Appxem built workflows to optimize every keyword on Google Ads and every ad creative on Facebook down to MQL and SQL level data. Our approach drove down costs of acquisition and increased SQL.

We teamed with Justworks to pair CRM and BI reports with acquisition data from Google Ads and Facebook. Our primary goal was to optimize bidding allocation through geographic performance, time of day, day of week, device and industry vertical.

Improving lead quality: we decreased unqualified leads by applying our proprietary exclusion modules on Facebook and excluded hundreds of zip codes that did not convert down the funnel.

Conversion rate optimization: Appxem built a conversion rate optimization framework to design and optimize landing pages and ad creative down to SQL level.

RESULTS

CONVERSION RATE

Conversion Rate Increased by 62%.

MEDIA SPEND

Media Spend caled by 10X.

PPC MARKETS

500 Local PPC Markets Developed.

CONVERSIONS

Conversions Grew by 77.08%.

CPSQL

Cost Per SQLs Reduced by 66%.


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