AS Helps Celigo EMEA turn PPC into a Primary Source of Inbound Pipeline
Celigo, is a market leader in the integration platform space. Their clients include hallmark brands such as Gap, Zendesk, Unilever, and Orange and local leaders such as Zoopla, and BoConcept. Over 6K companies worldwide use Celigo to connect applications and data sources to automate workflows and process billions of records monthly.
As a U.S.-based B2B company, Celigo’s in-house performance marketing team lacked expertise in the EMEA market. To expand successfully the local team needed to find a local agency that could effectively target and understand the intricacies of the core markets in the region.
After reviewing several agencies, Celigo decided on AS Marketing as its strategic partner. Within 3 months from launch, Celigo was live with a transcreated website in German and French, localized SEO articles, multilingual ads and landing pages, and full-funnel campaigns with built-in performance tracking and reporting.
AS Marketing’s team provided full-spectrum, 360° paid media support from strategic setup, account management, and ad optimization to supporting the migration to GA4 and implementing conversion event tracking across Celigo’s web app and website domain.
Beyond Google, AS Marketing introduced and managed complementary channels, such as Reddit, Microsoft, LinkedIn, and dedicated landing pages, allowing Celigo to direct prospects into curated buying journeys optimized for high conversion at low acquisition costs..
AS Helps Celigo EMEA turn PPC into a Primary Source of Inbound Pipeline
A Google Ads Strategy for DACH, UKI, BENEXLUX, and the Nordics with a centralised campaign structure for overall ad optimization in combination with localised ad groups
Our account setup service ensures Celigo’s paid media accounts are optimised from day one. This includes configuring account settings, organising campaigns for maximum efficiency, and integrating conversion tracking through tools like Google Analytics and Google Tag Manager.
We managed every aspect of Celigo’s Google Ads campaigns, from keyword research and ad creation to ongoing optimization. Our expertise allowed us to maximise ad spend by targeting high-converting keywords, adjusting bids based on performance data, and using audience insights to refine targeting.
Our 360° paid media support covers a comprehensive range of channels beyond Google Ads, including Reddit, Microsoft, LinkedIn, and custom landing pages. We optimise each platform according to its strengths—leveraging Reddit for niche audience engagement, LinkedIn for professional visibility, and tailored landing pages to capture leads efficiently.
As a strategic advisor, we guide Celigo's marketing efforts with high-level insights and industry-specific expertise. Our role includes crafting a long-term vision, setting actionable goals, and ensuring alignment across all paid media channels.
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Our team of multi-language marketing experts come from all over the world, so we can help you create ads in different languages and markets.
The Challenge:
Celigo aimed to accelerate its growth by expanding into the European market swiftly and efficiently. The challenge was to achieve fast, smart, and effective penetration across multiple European countries, each with its own language, culture, and competitive landscape.
To maximise impact without overstretching resources, Celigo needed a strategic approach that would allow for rapid localization, targeted marketing, and efficient use of advertising budgets.
The goal was to establish a strong European presence quickly, connecting with diverse audiences while ensuring that their messaging and value proposition resonated in each unique market.
The Process:
To make Google Ads a primary source of inbound leads we designed a specialised strategy focused on understanding user intent and tailoring ads to every stage of the buyer’s journey.
This approach allowed us to differentiate user needs effectively, targeting audiences whether they were in the early research phase, exploring integration solutions, or ready to invest in a full iPaaS platform.
Our goal was to create highly relevant ads that aligned with each step of the sales funnel, prioritising leads most likely to convert. Rather than expending resources on users seeking only preliminary information or single cloud application connections, we concentrated on high-intent prospects with a need for comprehensive integration solutions.
By conducting detailed audience analysis and segmenting data, we ensured targeted engagement with users who were further along in the decision-making process.
This refined focus helped us keep cost-per-acquisition (CPA) low while driving qualified leads to Celigo’s platform.
Here’s how we did it:
Step 1: A centralised Google Ads Strategy
Our first step was to analyse the advertising strategies of local competitors across Celigo’s target markets. We assessed direct competitors as well as others using paid search advertising to understand the competitive landscape and identify areas of opportunity.
In Germany, for instance, we discovered a lack of targeted advertising strategies among key competitors, revealing a prime opportunity for Celigo to establish a strong presence in German search results.
By developing campaigns tailored specifically to German consumers, we could address local needs and preferences, providing the localised experience German audiences expect.
Based on our findings, we chose to run ads in both English and local languages. For example, we identified high-volume German keywords related to “iPaaS” and complementary terms relevant to Celigo’s offerings.
These localised insights informed the structure of our roadmap for Celigo’s Google Ads strategy, which combined a centralised campaign foundation with localised ad groups to maximise overall ad effectiveness across Germany, Sweden, Norway, Denmark, the United Kingdom, Ireland, the Netherlands, Belgium, and Luxembourg.
Step 2: Setting up the accounts and advanced tracking
After finalising the initial strategy, we set up the account with localised campaign structures for each target market. We configured settings and organised campaigns for maximum efficiency, enabling better daily budget management and advanced optimizations.
Once the initial ads were running, we analysed data on demographics and keyword match types to identify segmentation opportunities, refining targeting and creating new campaigns based on these insights. Additionally, we conducted A/B testing with varied ad creatives—exploring different visuals, backgrounds, and copy—to find the most effective combinations for each audience.
We integrated advanced conversion tracking through Google Analytics and Tag Manager to monitor “true” free trial sign-ups across Celigo’s domains and applications.
This setup allowed us to identify users who registered for trials, completed verification, or upgraded after the trial. By understanding true conversions, we gained valuable insights into the sales process, enabling data-driven decisions to attract more qualified users.
Tracking performance across markets also revealed the most effective campaigns, allowing us to concentrate resources on high-performing areas for optimised results.
Step 3: Comprehensive management of Google Ads Campaigns
We took a hands-on approach to managing Celigo’s Google Ads campaigns, focusing on maximising ad performance and budget efficiency. From in-depth keyword research to precise ad creation and ongoing optimization, we tailored each detail to drive the highest ROI.
By targeting high-converting keywords across multiple markets and continually adjusting bids based on performance data, we ensured that ad spending was directed toward the most impactful areas.
Using detailed audience insights, we refined targeting to engage users more personally, adapting ad copy and creatives to match observed behaviours and preferences.
Additionally, we developed PPC landing pages tailored to each target market. These pages aligned with Celigo’s guidelines, highlighted USPs, addressed key pain points and incorporated cultural nuances.
Step 4: 360° Paid Media Support
After deploying the initial ad sets and collecting performance data, we developed segmented campaigns to enhance targeting and optimise daily spend further. By leveraging insights from demographic segments and keyword match types, we refined our approach with A/B testing across ad creatives, exploring various visuals, backgrounds, and copy to maximise engagement.
With a nuanced understanding of Celigo’s audience based on ongoing reviews, we expanded our strategy across additional platforms. We integrated targeted ABM campaigns on RollWorks, Reddit, and Microsoft Ads to diversify engagement. Reddit enabled us to tap into niche communities through subreddits, reaching users highly interested in Celigo’s offerings, while Microsoft Ads expanded reach within Bing’s ecosystem, capturing high-intent B2B audiences often underserved on other platforms.
To complete the marketing cycle and amplify brand visibility among professionals, we offered our services to make recommendations to their LinkedIn Ads to engage decision-makers and industry leaders. This multi-channel strategy helped strengthen Celigo’s presence across key customer touch points, establishing a comprehensive paid media ecosystem tailored to Celigo’s growth objectives.
The Solution:
As Celigo’s strategic advisor, we go beyond initial campaign setup to provide continuous optimization that ensures sustained performance across all markets. We meticulously refine bid strategies and evaluate keyword effectiveness, directing budgets toward the highest-value opportunities while managing negative terms to capture quality leads and reduce irrelevant clicks. This targeted approach enables Celigo to maximize ROI while efficiently capturing qualified prospects across diverse international audiences.
To keep Celigo’s campaigns impactful and aligned with audience needs, we conduct ongoing A/B testing, adjusting visuals, messaging, and CTAs to drive engagement. This agile strategy allows us to adapt quickly to evolving market conditions, shifting priorities, and new growth opportunities. By staying responsive to Celigo’s goals and a changing market landscape, we provide high-impact support that fuels growth, strengthens brand presence, and delivers consistent results across key platforms and regions.
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