InterTeam Marketing released a new case study showing how a multichannel PPC strategy helped AI tax research platform Accordance generate 119 qualified leads and become ROI positive within the first month.
The campaign combined Google Ads, Bing Ads, LinkedIn Ads, and conversion-optimized landing pages to build a scalable pipeline in a highly competitive AI tax software market.
https://www.interteammarketing.com/case-study/google-and-linkedin-ads-for-ai-software
About Accordance: An AI Tax Research Assistance
Accordance is an AI assistant for tax research. Its target audience includes tax experts and tax teams at accounting firms.
The tax research market has historically been dominated by three enterprise platforms backed by billion-dollar companies. Accordance needed an advertising partner to help them stand out.
InterTeam delivered:
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$15,000 in revenue in month one
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$60,000 in pipeline within six weeks
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119 qualified leads generated in two months
The Challenge: Scaling Paid Media in a Competitive Market
Accordance was competing with multibillion-dollar companies and well-funded AI startups. Despite market opportunities, they struggled to generate leads through paid advertising.
Their core challenge was standing out in a highly competitive field while driving leads at scalable costs.
The Solution: Targeted Google and LinkedIn Ads
To compete in the tax research market, we launched a three-phase paid media strategy across Google Ads, Bing Ads, and LinkedIn Ads, targeting high-intent audiences through a coordinated branded, competitor, and retargeting strategy.
Phase 1: Google and Bing Search Campaigns
We started by launching search campaigns on Google and Bing, focusing on high-intent search terms and competitor audiences while protecting our own bottom-of-funnel leads with branded campaigns.
Branded Campaigns
There are many competitors in the tax research industry, all bidding on each other's branded keywords. To protect Accordance’s bottom-of-funnel traffic, we launched branded campaigns focused on keywords with the highest purchase intent.
Throughout the campaign, these began converting at nearly 10%, with inbound leads scaling as the campaign went on.
High Intent Keyword Targeting
At the same time, we targeted high-intent AI tax research and AI tax professional keywords. These industry-specific terms indicated active evaluation and centered on tax tools, tax software, and tax professionals.
Competitor Keyword Targeting
The final set of keywords we targeted was competitor terms, focusing on those with high-intent qualifiers like pricing, review, tax research, software, and alternative.
Through this strategy, we targeted our competitor’s bottom-of-funnel audiences, gaining exposure among users who were ready to convert.
Phase 2: LinkedIn Ads Campaigns
While our search campaigns began generating leads, they were not converting because Accordance’s website was not optimized for conversion. To counter this, we launched LinkedIn Ads using the platform’s native lead gen form to capture leads without sending users to the website.
Spotlight Ads
We started with spotlight ads to generate cost-effective exposure among the platform’s high-intent website audiences. While we typically use this format to maintain exposure over long sales cycles, it generated several direct leads for Accordance.
Within the first six weeks, spotlight ads generated 18 qualified leads at an average cost per acquisition of $13.22 per lead.
Conversation Ads
At the same time, we launched conversation ads to create tailored flows that responded to the lead’s reply directly in their inbox.
Thanks to the personalized format, conversation ads generated 20 leads within six weeks, including the 6th largest firm in the USA. This was impressive considering we excluded the top four firms, which were developing in-house solutions.
Video and Image Ads Retargeting
The final ad formats we launched on LinkedIn were video and image retargeting ads. We used these to showcase the Accordance platform and testimonial quotes from other tax accountants.
We attached LinkedIn’s native lead gen form to these ads to remove the friction of an external landing page and collect user contact information directly from their LinkedIn profile.
This gave audiences who had already shown interest in the product the final push they needed to convert.
Phase 3: Landing Page Optimization
Leads were coming in from LinkedIn, but we still wanted to capitalize on the high-intent traffic from our search campaigns. To do this, we created external landing pages in Unbounce to test conversion paths outside the limitations of the Accordance website.
We created 13 landing page variants that began converting at 10%, about five times the industry benchmark.
The Results: ROI Positive in Month 1
The results of our AI SaaS PPC strategy were instantaneous. They included:
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ROI positive in month one
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Over $15,000 in closed revenue within the first 30 days
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$60,000 in pipeline generated within six weeks
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119 qualified leads generated in six weeks
Check out the full case study!
https://www.interteammarketing.com/case-study/google-and-linkedin-ads-for-ai-software