Pallet Analyzer Pro

The Challenge

The primary challenge was to launch a completely new, free SaaS tool, Pallet Analyzer Pro, and drive significant user adoption with a limited starting ad spend of only $10/day. The key objectives were to rapidly acquire a base of relevant users, validate the tool's utility by measuring engagement, and gather initial data to inform future strategy.

My Approach

With no existing brand recognition, a two-pronged Google Ads strategy was developed to maximize both reach and relevance:

• High-Intent Search Campaign: This campaign was designed to capture a small but highly qualified audience of users actively searching for solutions to analyze inventory manifests.
• Broad-Reach Display Campaign: This campaign was built for mass awareness and driving the highest possible volume of low-cost traffic to introduce the tool to a wide audience of potential resellers.

The primary Key Performance Indicator (KPI) was not leads or sales, but Key Events, specifically the analyze_pallet_click event, which fires every time a user utilizes the tool’s main feature.

The Results

The two-week launch campaign exceeded initial expectations, proving the dual-campaign strategy was highly effective. In the first 14 days of ads, the campaigns acquired 985 new users who performed over 2,400 key events (analyze_pallet_click).

• New Users: 985
• Active Users: 995
• Key Events (analyze_pallet_click): 2,408
• Engagement Ratio: 2.4 Key Events per New User

The Display campaign was the primary driver of new user acquisition, while the high number of Direct users suggests strong ad recall. The Paid Search campaign, though smaller in volume, likely brought in a highly-qualified audience instrumental in the early validation of the tool.