Accounting & Tax Software
B2B
From Awareness-Only to Full-Funnel: 5x ROAS and 2.5x Monthly Sign-Ups for a B2B Accounting SaaS
An awareness-heavy media program was generating visibility without a reliable conversion path. Rebuilding the funnel across paid channels created a clearer route from first impression to sign-up and revenue; during the 12-month measurement period, blended ROAS reached 5.0x and monthly sign-ups increased 2.5x.
Affordable Interior Design is a service powered by Uploft, a family of brands providing exceptional interior design for busy people. Uploft aims to demystify the design process through fast, easy, and fairly priced services with no minimum spend or obligation to buy. They operate in multiple locations across the Mid-Atlantic and Northeast U.S.
Scope Summary
The Effort
Full-Funnel Paid Media Strategy
Meta Ads Campaign Restructure
Google Search & Performance Max Optimization
TikTok & X Channel Expansion
Customer-Creator UGC Program
Case Study Category
Paid Ads
Service Model
Monthly
i
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Paid Media Channels
WordPress
Performance Max
X Ads
Meta Ads
YouTube Ads
Creator-led UGC
Google Search
TikTok Ads
Account Baseline
The mid-market accounting and tax SaaS platform had strong product-market fit and a loyal customer base, but its paid media program was weighted heavily toward awareness. At the starting point, top-of-funnel activity was active on Meta, YouTube, and Google Search, while measurable conversions were concentrated in branded Search. The approved source records approximately 1.8x blended ROAS before the rebuild, a mid-six-figure monthly blended spend, and a 12-month measurement period for the documented program.
Client name withheld at the client's request. The metrics below reflect actual paid media performance from a real account, with identifying details removed for confidentiality.
Growth Constraints
The account had paid visibility but lacked the structure needed to connect awareness activity to demand capture and downstream revenue measurement:
The funnel did not have clear mid-funnel nurture, retargeting, and conversion campaign coverage.
Conversions were concentrated in branded Google Search, limiting visibility into the contribution of awareness activity.
Customer loyalty was not yet translated into a structured customer-creator UGC pipeline for paid creative.
Tax-season demand created seasonality, while budget decisions were reactive rather than organized around annual pacing.
Creative centered on a single buyer profile even though SMB owner-operators and mid-market finance buyers required different messaging.
Measurement needed to connect impression, trial, MQL, SQL, and paying-customer stages more clearly.
Paid Media Strategy
The program was rebuilt around full-funnel coverage, clearer channel roles, persona-specific creative, seasonal pacing, and measurement beyond branded Search. Rather than treating paid media as an awareness program with conversions attached, the strategy assigned a defined purpose to demand creation, consideration, conversion, and downstream measurement across the buyer journey.
Campaign & Channel Buildout
Full-Funnel Meta Rebuild
Meta was restructured into top-of-funnel education, mid-funnel consideration, and bottom-funnel conversion stages. Audience exclusions and creative were aligned with each stage's level of intent.
Google Search & Performance Max
Branded Search remained the primary demand-capture channel, while Performance Max was added with first-party signals such as trial users, MQLs, and paying-customer lookalikes to expand beyond Search-only demand capture.
TikTok & X Channel Roles
TikTok Ads were activated for the SMB owner-operator persona, while X Ads supported finance, controller, and CFO audiences in the mid-market segment.
Customer-Creator UGC
Existing customers were invited to create short-form videos focused on product use cases and benefits, creating a repeatable source of paid creative for distribution across channels.
Seasonal Pacing
A 12-month pacing model was structured around tax-season behavior, with awareness and free-tool promotion before peak season, stronger conversion focus during tax season, and retention or upsell focus after peak.
Funnel Measurement
Tracking was structured from impression to trial, MQL, SQL, and paying customer so performance could be evaluated by channel and funnel stage.
Performance Results
Ups
Year
digit
year level
Channels
heavy mix
with defined
roles
and conversion
structure
nurture, and
conversion
Assets / Month
engine
What Drove the Improvement
The documented improvement period coincided with several strategic changes to the paid media system. These are presented as contributors to the account's new operating model rather than proof that any one tactic independently caused the reported performance:
Full-funnel campaign coverage connected awareness, consideration, and conversion activity more deliberately.
Channel roles were defined across Search, Performance Max, Meta, YouTube, TikTok, and X rather than treating every channel as interchangeable.
Persona-specific creative and customer-creator UGC expanded the range of messages and paid creative available for testing.
A 12-month pacing framework organized activity around tax-season demand instead of relying only on reactive budget changes.
Measurement was extended from impression through trial, MQL, SQL, and paying-customer stages.
Business Outcome
Over the 12-month measurement period, the SaaS platform moved from an awareness-heavy media program to a coordinated paid acquisition system with defined roles for education, consideration, conversion, and downstream measurement. The preserved results table records blended ROAS increasing from approximately 1.8x to 5.0x, monthly sign-ups reaching 2.5x the baseline, and revenue reaching 2.8–3.5x the prior-year level during the documented period.
Those results are account-level outcomes from the documented measurement period and are not attributed to any single campaign change. The rebuilt structure also provided broader channel coverage, persona-specific creative, a repeatable customer-creator pipeline, seasonal pacing, and clearer funnel measurement.
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