How we helped Swarmia increase trials and demos by 621% across Google and LinkedIn Ads

+621%

more trials & demos

Consistent MoM growth from LinkedIn

🎯

Full-funnel visibility with clearer attribution

About Swarmia

Swarmia is a performance enablement platform designed for modern software teams. It empowers engineering leaders and teams with insights, workflows, and rituals that drive alignment and continuous improvement, without micromanagement.

The challenges

Swarmia faced multiple roadblocks in scaling its paid marketing efforts effectively:

Rising ad costs + declining conversion volume

Increased competition had driven up CPCs while demo and trial volumes dropped, pushing CPAs higher.

Outdated ad messaging

The existing creative and copy didn’t reflect Swarmia’s evolved positioning, leading to missed opportunities even with the same budget.

Attribution challenges on LinkedIn

With limited visibility into what was driving engagement, it was difficult to optimize campaigns or prove their true impact on the pipeline.

Stale, underperforming creatives

Swarmia’s paid creatives hadn’t been refreshed in a while, which led to ad fatigue and reduced engagement rates over time.

Our approach

To address these challenges, Hey Digital implemented a full-funnel strategy:

Full-Funnel conversion tracking implementation

We incorporated both Trial and Demo conversions into the campaign goals, enabling tighter alignment with MQL targets in HubSpot. This allowed for more accurate optimization and reporting across the funnel.

Search campaign rebuild by intent and region

We restructured the Google Ads account to focus on four distinct intent tiers: Brand, Competitor, Medium Intent, and High Intent. These were further segmented by region to increase message relevancy and performance across global markets.

LinkedIn campaign overhaul

We rebuilt the LinkedIn Ads structure from scratch, introducing campaigns for native prospecting, ABM-focused prospecting, and website retargeting. This allowed us to guide potential customers at every touchpoint of their journey.

Segmentation by Decision-Maker Level

We split audiences to separately target different tiers of decision-makers. This gave us the ability to personalize ad copy and creatives, improving relevance and click-through rates across the board.

Clearer attribution with Factors.ai

We implemented Factors.ai to gain deeper insight into LinkedIn attribution, providing much-needed clarity on which ads were driving real pipeline movement.

Compelling creative refresh

We introduced new ad creatives. These included a mix of static visuals and motion-based assets that highlighted product value, resulting in stronger engagement and improved CTRs across both platforms.

Results

621% increase in trials & demos

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

Consistent month-on-month growth

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

By combining a high-intent, region-aware Google Ads structure with full-funnel LinkedIn campaigns, compelling creatives, and enhanced attribution, Hey Digital helped Swarmia unlock scalable growth and reconnect its paid efforts to real pipeline outcomes.

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