How we helped Deskpro achieve a 31% SQL increase and 71% growth in pipeline

+106%

increase in MQLs

-41%

decrease in MQL CPA

+31%

increase in SQLs

About Deskpro

Deskpro offers a comprehensive help desk solution that offers cloud, self-hosted, or private cloud deployments. They empower businesses to simplify and improve communications throughout an entire organization, including external customer success, IT help desk, HR help desk, and more.

Key challenges

Deskpro faced two challenges when they approached Hey Digital for assistance:

Enhancing online visibility to drive growth

They wanted to increase the visibility of their product and drive new business.

Building brand awareness in key markets

They wanted to boost brand awareness in key target markets and improve visibility in their niche.

Our approach

To address these challenges, Hey Digital implemented a comprehensive strategy:

Aligning goals with business objectives

Switched the HubSpot MQL and HubSpot Opportunity goals to primary optimization goals on the Google Ads account to improve campaign alignment with business objectives.

Targeting high-intent industry keywords

Expanded previously used keyword targeting to include more high-intent industry terms beyond just helpdesk and ticketing.

Optimizing ad copy with RSA variations

Increased the number of Responsive Search Ads per ad group to enable the algorithm to rotate and optimize toward the best-performing ad copy variations.

Introducing exact and phrase match keywords

Introduced both exact and phrase match types to refine the ad groups and identify new high-performing keywords via the search terms report.

Results

106% increase in MQLs

A significant boost in marketing-qualified leads, showcasing improved campaign effectiveness.

41% reduction in MQL CPA

Lower cost per acquisition, reflecting more efficient use of marketing spend.

31% increase in SQLs

Higher sales-qualified leads, driving more meaningful business opportunities.

71% increase in deal amount

Substantial growth in revenue driven by paid activities, highlighting improved campaign performance.

Comparison between October 2024–January 2025 and February–May 2025.

By aligning business objectives with paid media efforts, optimizing ad copy, expanding keyword targeting and broadening keyword reach, Hey Digital effectively addressed Deskpro’s challenges, leading to remarkable growth in conversions and overall campaign performance.

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