Background
Guru was investing a significant budget in Google Ads but had no clear visibility into whether it was generating a real pipeline Demo bookings were inconsistent, conversion data was unreliable across multiple competing goals, and the account had no focus on Guru’s actual target buyer — mid-market companies with 250+ employees. To make matters more complex, Guru had just made a major strategic shift: removing self-serve trials entirely and moving to a demo-only motion. They needed a partner who could rebuild their paid search channel from scratch — with a clear focus on pipeline, not just clicks.
35 → 94
Demos Per Month
Feb Mar — nearly tripled
$1,444 → $684
Cost Per Demo
53% drop in 65 days
200+
Total Demo Requests
$183K spend managed
In a competitive enterprise knowledge management space, Guru was able to:
Turn Google Ads into a reliable demo pipeline engine — generating consistent, growing demo volume from enterprise buyers month over month.
Cut the cost of acquiring a qualified demo by 53% — freeing up budget to scale further without increasing overall spend.
Build a scalable paid search foundation — with accurate attribution, focused targeting, and a clear optimisation goal — ready to grow as Guru scales its upmarket GTM motion.
By fixing the foundation first — attribution, targeting, and pipeline alignment — and then scaling what worked, Guru transformed Google Ads from a cost centre with no visibility into a consistent, high-intent demo generation engine.
