Overview
Rise Vision offers cloud-based digital signage software that enhances communication across various sectors. Their platform empowers organizations to create, manage, and deploy content across multiple digital displays, with over 600 customizable templates.
Despite their strong offering, they were spending a lot of money on Reddit ads with minimal returns. In just four months, we transformed their strategy—delivering nearly 1 million impressions, reducing their cost per signup by 63%, and generating high-quality B2B SaaS leads at a fraction of the cost.
Here’s how we made it happen.
Why they chose InterTeam: Success With Google Ads
Originally, Rise Vision found us while searching for the best B2B SaaS paid advertising agencies. We pitched them on Google and had a lot of success. In just the first two months of working together, we made quite an impact.
Here are some results:
- Generated Over 118 Trial Sign Ups on Google.
- Generated 10 opportunities on Google (their 1st from paid ads).
- Generated over 65 leads on Google.
Given how quickly we managed to generate leads with the Google Ads platform, they asked us to take the lead on their Reddit Ad campaign, too.
Reddit Ad Account Audit
We decided that the best approach would be to start with an audit of their reddit ads account. Ad account audits are standard practice for us if a client already has ad campaigns as we want to use any data available to inform our strategies.
Interestingly, even before working with InterTeam, Reddit’s platform showed a lot of promise for their brand. The internal Reddit account management team Rise Vision was working with was generating quite a few leads organically.
However, when it came to their paid ad accounts, they felt they were under-performing and asked us to look and see if any improvements could be made.
And indeed, they were. Our audit quickly revealed a few crucial factors limiting Rise Vision’s account performance.
Top & Middle Funnel Ads Were Heavily Underperforming
It turns out Rise Vision had spent over $10,000 only to get a handful of free trials and a single lead. For context, with our Google Ads campaign, we were getting leads for around $200.
But it wasn’t all bad.
Retargeting Ads Were High-Performing
On the flip side, Rise Visions’ retargeting campaigns were performing really well. They’d spent $3800 and got 67 sign-ups (free trial leads) and four leads, amounting to roughly $55 cost per free trial.
With the audit complete and crucial data gathered, it was time to put together a strategy of our own.
Crafting a High-Performing Ad Strategy For Reddit
Despite the mixed returns, the information we accumulated from the previous campaign offered valuable insights. A central part of our strategy was to leverage the data from the previous Reddit campaigns and launch ours, targeting only the segments that worked in the past.
B2B Audience Retargeting
As top and middle-of-funnel ads weren’t performing, we focused solely on retargeting ads, refining our audience and content targeting, and designing new creatives. Additionally, our retargeting campaigns on Google AdWords weren't performing super well, so this could only enable our overall strategy.
Previously, Rise Vision had only been targeting 90-day website visitor audiences with retargeting. 90 days is the maximum look-back period for retargeting audiences and is the broadest possible retargeting audience you can create.
What’s more, they didn’t have exclusion audiences for leads that converted, current customers, and employees. This meant they were showing their ads to people who were completely unqualified. (We knew this because we were among those receiving them.)
So, we created audiences on Reddit for 7, 15, 30, 60, and 90-day visitors and segmented our campaigns to prioritize more recent website visitors over 90-day visitors. We also created new audiences within Reddit, excluding sign-ups and leads from the campaigns, and tweaked their conversion tracking settings.
Lastly, we uploaded a list of customers, employees, and partners to exclude from campaigns and created an exclusion audience for users who visited the post-login and thank-you pages.
Targeting Relevant Reddit Communities
As we mentioned earlier, several communities within Reddit showed a lot of promise. We reviewed campaign performance, segmented the data by communities, and found that only a handful of communities amounted to all of their conversions.
These communities were highly relevant to Rise Vision's service, focusing either on topics specific to digital signage or on professionals with relevant job titles, such as system administrators.
Note: Reddit doesn’t have job title industry or job function targeting. So, this is one of the most effective ways to isolate specific B2B audiences.
Targeting & Scheduling Ads With Precision
We created ad groups specifically targeting the communities that had generated conversions in our broader targeting campaigns. Additionally, we tested desktop-only targeting, as it has consistently delivered higher conversion rates and better lead quality in our B2B advertising experience.
To maximize effectiveness, we scheduled ads to run only during working hours, avoiding the period from 12 a.m. to 6 a.m. when our target audience was less likely to be online.
With our audiences identified and targeted, the next step was to optimize our ads.
Optimizing Ad Creatives
Throughout our campaign, we found the top-performing ads were our carousel testimonial ads—so we spent most of our budget on these creatives. We also A/B tested other ad types to avoid ad fatigue (audiences that see the same ad too many times, causing them to lose interest and stop paying attention) within certain segments.
As for the copy, we started running ads using the top-performing content from the previous campaign and created ad variations using the top-performing headlines and descriptions from our Google campaigns.
Results: Transforming Rise Vision’s Reddit Campaign Performance
Overall, we dramatically improved Rise Vision’s campaign performance in several key areas:
- Expanded Outreach: With 937,478 impressions, we significantly boosted their reach using less than a third (⅓) of the budget.
- Cost Efficiency: The campaign achieved a remarkable reduction in cost per signup, averaging $68.99 compared to the previous $185.71. Additionally, the cost per lead dropped significantly to $651.53.
- Lead Generation: Within just four months, we successfully reduced the cost per sign-up by 63% and reduced the cost per lead by 77%.
By refining targeting and optimizing the ad strategy, the campaign delivered stronger ROI, balancing cost-effectiveness with meaningful engagement metrics.
How An Audit Completely Changed The Game For Rise Vision
It’s remarkable to see how powerful an audit can be.
By conducting a thorough review of Rise Vision’s accounts, we were able to uncover inefficiencies, target the right audiences, and eliminate wasted spend. This audit alone saved Rise Vision thousands of dollars on ad spend!
Are you struggling to see returns on your paid B2B SaaS ad campaigns? For a professional audit and data-driven strategy, contact InterTeam today.
Get a Free Ads Strategy
Struggling to generate returns on your ad campaigns? Visit our site to receive a free ads strategy call with a complimentary account audit.
