Google Search: 3.1× more trials. 26% lower cost per trial.

The client

An established company developed a new SaaS product for logistics teams and hired Kraftvertising to support its launch.

The product followed a product-led acquisition model: attract relevant visitors, encourage them to register for a trial, and let them experience the software.

The brand was starting from scratch. It had no established audience or existing acquisition engine. We needed to introduce the product to heads of logistics while reaching people already searching for solutions to the problems it addressed.

The challenge

Launching a new SaaS product means building awareness and generating registrations at the same time.

Potential customers needed to understand what the product could do for them. The company also needed evidence that advertising could bring in relevant trial users at a workable acquisition cost before committing more budget.

Our task was to establish that acquisition process, measure performance, and scale investment as results developed.

Our approach: build awareness and capture demand

We launched campaigns across Google, Facebook, and LinkedIn.

Google Search helped us reach people actively looking for relevant software and solutions. Facebook and LinkedIn supported awareness among the target audience, introducing the new brand and its product.

As registrations started coming in, the client increased the advertising budget. This gave us room to expand acquisition while collecting more conversion data to guide optimisation.

Moving from clicks to trial registrations

The search campaigns initially launched with CPC bidding. This allowed us to generate traffic and collect early performance data.

Once trial registrations were being tracked in Analytics, we switched to CPA bidding. Google’s automated bidding could then use those conversion signals to optimise towards people more likely to register.

The process developed over time: campaigns generated trials, those trials provided more data, and stronger results gave the client confidence to increase investment.

Scaling acquisition while lowering CPA

Across eight reported weeks, Google Search generated more than 300 attributed trial registrations.

Comparing the first four weeks with the following four, trial registrations grew from approximately 75 to 230—a 3.1× increase.

Over the same comparison, cost per trial acquisition fell from approximately €38 to €28—a 26% reduction.

Performance fluctuated along the way. Early CPA varied as budgets and conversion volumes changed. Efficiency then improved across several consecutive weeks, before some of that improvement was traded for greater volume as spending increased.

Across the two four-week periods, however, the outcome was clear: the campaigns generated more than three times as many trials at a lower average acquisition cost.

The wider launch result

The company’s registration figures showed growth beyond the conversions directly attributed to Google Search.

Across the first three reported months, the company recorded more than 500 registrations across all sources. Monthly registrations increased by 118%, while total advertising spend per registration fell by 27%.

These figures provide a broader view of the launch. Google Search reporting captures the trials credited to that channel, while company registration data captures registrations across all sources.

The client also reported additional registrations appearing under direct and organic search. Because this was a completely new brand and paid advertising was its only active acquisition initiative, we considered advertising a likely contributor to that wider growth.

A potential customer could discover the product through an ad, return later through search or a direct visit, and register without the original ad receiving credit. However, the reporting alone could not establish how many of those additional registrations were caused by advertising.

We therefore used attributed search trials to evaluate measurable channel performance and total registrations to understand the broader launch outcome.

Our scope

Kraftvertising managed paid advertising across Google, Facebook, and LinkedIn to support awareness and trial acquisition for the new product.

The weekly acquisition results presented here relate specifically to Google Search. The broader launch results use total company registrations and total reported advertising spend.