CASE STUDY

Name:

Pulse Tax Credits / GMG

Industry:

SaaS / App / HR / Tax Credits

Objective:

Increase qualified leads by building an integrated digital marketing strategy focused on customer acquisition and measurable growth.

Challenge:

The SaaS company needed a digital advertising campaign that could effectively communicate the value of its business tax application and integrated HR solution to prospective customers. While the platform offered multiple business services, the challenge was to simplify complex messaging, differentiate the brand within a competitive software market, and create a compelling reason for business owners to engage. The campaign needed to balance product education with persuasive messaging while guiding users toward a clear conversion path that generated qualified leads and supported customer acquisition.

01.

Discovery:

This phase includes:
Competitor Research / Establish Objectives & KPIs / Ideal Customer Personas & Demographics

02.

Customer Journey:

Awareness -> Interest -> Landing Page or Form or DM -> Lead Capture -> CRM -> Nurture Lead -> Conversion

03.

Funnel:

Build out the funnel - whether it's a landing page, full website, lead capture form, DM auto responses, chatbot replies, or any combination of these.

04.

Tech Stack:

Establishing a MarTech stack of applications and tools. These will be for the customer journey, data metrics and reporting, ads themselves, and the automation / optimization of the campaigns. Includes AI tools for optimization.

05.

Messaging:

Establish the messaging and brand positioning (if not already done) to ensure it aligns with brand goals and identity. Then, produce ad copy with the intention of lead conversions. This includes ad headlines, subheadlines, body copy, and CTAs (call-to-action).

06.

Creative:

Designing the ad creative - graphics, images, and video content that is all designed with the conversion goal in mind. This content also stays consistent with the brand identity and overall campaign messaging.

07.

Launch:

Now we launch the campaign itself. Daily monitoring of the activity in the campaign, including metrics such as clicks, CTR, conversions, traffic data, and more. Reporting of these metrics and analyzing the data for any patterns, or insights that determine the next step in this process.

08.

Optimize:

The next step and final step in this process. This includes refining the campaign over time, alongside carefully adjusting / working within the budget. Secondly, deciding when to pivot or change an aspect of the campaign. Lastly, this allows for the campaign to scale and grow.

Approach:

I developed a conversion-focused advertising strategy centered on the needs and challenges of small business owners. Campaign messaging was structured to clearly communicate the platform's value proposition while highlighting the benefits of combining business tax management with HR solutions in a single platform. Creative assets were designed to capture attention quickly, reinforce brand credibility, and direct users toward dedicated landing pages optimized for lead generation. By aligning audience targeting, messaging, and visual communication, the campaign created a more cohesive customer journey that supported awareness, engagement, and qualified lead acquisition.

Campaign Strategy:

The campaign was designed to educate small business owners on the benefits of managing business taxes and HR processes within a single platform. Messaging emphasized simplicity, efficiency, and time savings while positioning the software as a comprehensive solution for everyday business operations. Audience targeting, campaign messaging, and landing page strategy were aligned to create a clear customer journey that guided prospective users from awareness through lead generation.

Creative Execution:

I developed a cohesive collection of digital advertising assets that maintained consistent messaging and visual branding across the campaign. Creative deliverables included static advertisements, supporting graphics, landing page concepts, and promotional copy designed to capture attention, communicate the platform's value proposition, and encourage prospective customers to take action. Each asset was developed to reinforce the campaign strategy while creating a seamless experience from advertisement to conversion.

Leadership & Execution:

As the strategic lead for the campaign, I developed the advertising framework, established campaign messaging, and directed the creative execution across digital channels. I aligned business objectives with audience insights to ensure every creative asset supported a clear customer journey from initial engagement to lead generation. By integrating campaign strategy, visual communication, and conversion-focused design, I created a scalable advertising approach that strengthened brand visibility and supported long-term customer acquisition.

Campaign Performance:

The campaign was continuously monitored against key acquisition and engagement metrics to evaluate effectiveness and identify opportunities for optimization. Performance data informed ongoing creative, messaging, and audience refinements, ensuring the campaign remained aligned with its lead generation objectives.

Impact:

• Strengthened product positioning through clear, customer-focused messaging.
• Simplified complex software offerings into compelling advertising campaigns.
• Improved the customer journey from ad engagement to lead inquiry.
• Created a scalable campaign framework for future product promotions.
• Established a cohesive advertising strategy aligned with long-term growth objectives.