How Culture Amp Scaled Paid Acquisition with Ads by Jer
Context
Culture Amp is a global leader in employee experience and engagement, serving thousands of organizations with actionable insights to build better workplaces. To drive enterprise growth, Culture Amp partnered with Ads by Jer to invigorate their Paid Search and Paid Social programs and reach key decision makers across new and existing markets.
The Challenge
Culture Amp faced escalating costs and increasingly fragmented audience segments within Paid Search and Paid Social. Their existing campaigns struggled to efficiently scale volume in core markets, and they needed sustainable, month-over-month growth in qualified leads from HR and People Ops buyers.
Approach
Ads by Jer deployed a full-scope transformation to Culture Amp’s paid acquisition, focusing on:
Transitioning campaigns from broad to intent-based segmentation targeting specific HR functions, job titles, and company sizes.
Consolidating paid search ad groups around highest-performing conversion terms while aggressively pruning underperformers.
A/B tested creative, ad formats, and landing pages for each social channel, optimizing budgets for the lowest cost per qualified lead.
Introduced blended funnel reporting to accurately measure top-of-funnel content and bottom-funnel demo requests in unified CPA metrics.
Monthly international expansion: expanded campaigns from North America to EMEA, APAC, and LATAM, with precise local market adjustments.
Results
Increased paid acquisition budget 15% incrementally, month-over-month, across a $8M+ annual spend.
Lowered blended CPA by 28% versus the previous baseline while doubling enterprise lead volume in 6 months.
Launched Culture Amp campaigns in 20+ new global markets, driving consistent, double-digit monthly growth in qualified leads.
Highest CTR achieved on gated HR research content—35% above previous product-focused campaigns.
Delivered robust, on-platform native lead gen forms, boosting lead conversion rates by 42%.
Partnership enabled Culture Amp to surpass quarterly pipeline goals two quarters in a row.