How Salesmsg hit its best CAC in 18 months.
A ground-up Google Ads rebuild - tracking fixed, junk traffic shut down, non-brand demand captured - delivering the best CAC in 18 months and the highest trial-to-customer rate in the company's history.
- Industry
- B2B SaaS - CRM plugin
- Channels
- Google Ads · Meta Ads · LinkedIn Ads
Who Salesmsg is.
Salesmsg is a B2B SaaS messaging platform - a CRM plugin in the salestech and martech space, based in Florida. It brings two-way SMS and live conversations into the tools sales teams already run.
Its customers are sales and marketing teams at small-to-medium real-estate and marketing agencies, where the gap between a free trial and a paying customer is the metric that decides whether spend is working.
Most of the budget was buying bots.
In 2024, most of Salesmsg's Google Ads budget was being spent on bot traffic from the Search network - spend that produced trials which would never convert to customers.
There was no conversion tracking in place, so every optimisation was guesswork, and genuine non-brand search demand was going uncaptured. They needed an agency to take complete ownership of Google Ads.
- Budget spent on Search-network bot traffic
- No conversion tracking to optimise against
- Non-brand search demand going uncaptured
- No clear line from spend to customers
Three moves that fixed what they paid for.
Stopped paying for bots.
Audited the account to define what counted as a trial, a customer and CAC, then cut the placements and match types driving bot-like traffic and built the conversion tracking that made optimisation more than guesswork.
Rebuilt around real intent.
Restructured the account into single-theme ad groups across four pillars - core jobs-to-be-done, integrations, competitors and brand - with rigorous query mining, and aligned every landing page to its ad's promise with integration-specific and competitor-switch narratives.
Kept compounding it weekly.
Expanded winning keywords, pruned losing search terms and tested RSAs, pages and extensions every week - driving the best CAC in 18 months and a 50% trial-to-customer rate.
What changed.
50%
Trial-to-customer rate
The trial-to-customer conversion rate reached 50% - the highest in the company's history.
2×
Google Ads conversion rate
Conversion rate on Google Ads doubled through rigorous optimisation and landing-page testing.
Best CAC
In 18 months
Delivered the lowest customer-acquisition cost the business had seen in a year and a half.
“Copixel rebuilt our Google Ads from the ground up: fixed tracking, shut down junk traffic, and captured the non-brand demand we were missing. We hit our best CAC in 18 months, doubled Google Ads conversion rate, and reached a 50% trial to customer rate - the highest in our history.”
More work.
