Ruben LozanoFractional Marketer
    ES
    Holded logo

    Performance Marketing Specialist at Holded

    Optimising the performance of PPC channels for a leading cloud-based ERP and accounting SaaS startup in Spain.

    Feb 2020 – Dec 2020
    Freelance
    Remote · Barcelona, Spain

    The Company

    What is Holded?

    Holded is a cloud-based ERP and business management platform for SMEs. It integrates accounting, invoicing, HR, projects, and inventory in a single solution, helping businesses automate and simplify their operations.

    Visit Holded

    North Star Metric (NSM)

    My Objective

    The primary goal at Holded was to optimise the performance of existing PPC campaigns across Google Ads and Facebook Ads, reducing CPA while maintaining or increasing lead volume. This involved restructuring campaigns, improving ad copy and landing pages, and implementing proper conversion tracking and attribution.

    NSM: Cost per Acquisition (CPA)

    Optimised Metrics

    Results

    -25%
    Cost per Acquisition
    32%
    Conversion Rate
    18%
    Click-Through Rate
    40%
    Lead Volume
    35%
    ROAS

    Execution

    Tasks & Responsibilities

    Tasks

    1. 1Audit and restructure Google Ads and Facebook Ads campaigns for optimal performance.
    2. 2Implement A/B testing on ad creatives, copy, and landing pages.
    3. 3Set up conversion tracking and attribution modelling across channels.
    4. 4Generate weekly performance reports and optimisation recommendations.

    Responsibilities

    1. 1Responsible for PPC campaign performance across Google Ads and Facebook Ads.
    2. 2Responsible for budget allocation and optimisation across channels.
    3. 3Responsible for reporting on KPIs and providing actionable insights to the team.

    Transparency

    Successes & Failures

    Successes

    • Reduced CPA by 25% while increasing overall lead volume by 40%.
    • Improved conversion rates through systematic landing page A/B testing.
    • Implemented a robust attribution model that gave clarity on channel contribution.

    Failures

    • Scaling Facebook Ads proved challenging due to niche B2B audience targeting limitations.

    Marketing Areas

    Areas at Holded

    PPC

    Managing and optimising campaigns on Google Ads and Facebook Ads.

    CRO

    A/B testing landing pages, ad creatives, and conversion funnels.

    Analytics

    Setting up tracking, attribution, and performance dashboards.

    Marketing Technology Stack

    Tools at Holded

    Google Ads
    Facebook Ads
    Google Analytics
    Google Tag Manager
    Google Data Studio
    Unbounce
    Hotjar

    Testimonial

    Feedback from Holded

    "Ruben brought structure and rigour to our PPC campaigns. His data-driven approach delivered measurable improvements in our acquisition costs."
    Javier Fondevila
    CEO Holded

    Time Commitment

    Time at Holded

    Freelance engagement working alongside the in-house marketing team. Focused primarily on PPC optimisation with weekly syncs and monthly strategy reviews.

    2
    Hours worked
    1
    Meetings
    3
    Areas applied

    Need help with your Startup's performance?

    Let's schedule a time to talk about your project. Tell me about your goals and I'll share what I've done at previous startups.

    Let's Connect
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