Introduction

Findem, an innovator in the HR technology space, sought to accelerate its customer acquisition and scale its lead generation efforts efficiently. The primary challenge was to increase the volume of high-quality leads without inflating the cost-per-acquisition (CPA), ensuring a sustainable growth model. To achieve this, Hop Online partnered with Findem to implement a forward-thinking, data-driven Google Ads strategy.

Our collaboration focused on two transformative initiatives: the strategic implementation of Google's Performance Max (PMax) campaigns and a pivot from a demo-only focus to a more inclusive lead magnet promotion. This two-pronged approach not only broadened the top of the funnel but also significantly improved key performance metrics.

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Tested Initiative 1: Embracing Performance Max for Broader Reach

To move beyond the limitations of traditional Search campaigns, we introduced Performance Max. This allowed us to engage with potential customers across Google's entire advertising ecosystem—including YouTube, Display, Search, Discover, and Gmail—from a single campaign.

The PMax campaigns were primarily geared towards capturing users earlier in their research phase. By leveraging Google's machine learning, we could identify and target high-intent audiences who were actively seeking solutions related to talent acquisition and workforce planning, even if they weren't searching for branded keywords.

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Execution:

• Launched PMax campaigns with a focus on audience signals relevant to Findem's ideal customer profile, including business professionals and technophiles.
• Continuously optimized creative assets and messaging to resonate with these segments.
• Monitored performance closely, adjusting budgets to capitalize on opportunities and maintain a target CPA.

As seen in the April 2025 results, the PMax campaign quickly became a primary driver of conversions, spending $3,859 to generate 115 conversions at a lean CPA of just $33.6.

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Tested Initiative 2: Diversifying the Funnel with Lead Magnets

Previously, the primary call-to-action was a direct "Request a Demo," which targeted bottom-of-the-funnel prospects. While effective, this approach missed a large segment of the market that was still in the learning and consideration phase.

To capture this audience, we shifted our PMax strategy to heavily promote valuable lead magnets, such as downloadable assets and industry reports. This allowed us to engage potential customers earlier in their journey, nurturing them into qualified leads over time.

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Execution:

• Identified Findem's most compelling content assets to use as lead magnets.
• Tailored ad copy and landing pages to highlight the value of these assets.
• Tracked both "Learn - Download Asset" and "Buy - Requested Demo" conversions to measure the impact on both the top and bottom of the funnel.

The results from April 2025 clearly demonstrate the success of this strategy. Of the 115 conversions driven by PMax, 105 were asset downloads, proving the high demand for educational content and effectively expanding Findem's marketing funnel.

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The Results: A Clear Improvement in Conversion KPIs

The combination of these strategic initiatives delivered significant and measurable improvements in Findem's lead generation performance. By comparing March to April 2025, the immediate impact is clear:

• Conversion Volume surged by 19%, from 109 to 130 conversions month-over-month.
• Cost-Per-Acquisition (CPA) decreased by 23%, dropping from $49 to an impressive $38.1.

This demonstrates that by embracing PMax and diversifying the conversion strategy with lead magnets, Findem was able to acquire more leads for less spend, creating a more efficient and scalable engine for growth. The continuous monitoring and adaptation, as seen in the subsequent months, have allowed Findem to navigate market seasonality and maintain a strong performance trajectory.

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