Nestfab
Nestfab is a SaaS company providing engineering businesses with software to optimise their manufacturing processes. That’s quite a mouthful, but the reason to use their software is simple: it's very good — those who download it are pleased with the way it allows them to cut more out of the same material.
While they may be geniuses, their knowledge didn’t stretch as far as marketing, so they needed a plan for reaching more people online.
A website existed to download the software, but it wasn’t pretty and not many could find it.
The website was redesigned and brought bang up to date (at the time), while simultaneously making it easier to understand the benefits of the software and simplify the download process.
Text and image ads were designed and optimised daily to ensure optimal performance at all times. Google likes to push your ads further than you'd actually like (to earn more from you, as nefarious as that sounds), so you need to check in every day to ensure the ads are being seen by the right people.
Tracking was set up to measure the number of downloads and which ads triggered the action, feeding those details back to Google. This information enabled the ads to target more of the same people, continuously increasing the quality of website visitors. This feedback loop, along with manual optimisations, saw conversions really take off.