About Iconosquare
Iconosquare is a social media analytics and management platform that empowers brands and agencies to enhance their social media strategies with data-driven insights, performance analysis, and automated publishing across TikTok, Instagram, Facebook, and other social media channels.
The Challenge
Iconosquare’s paid acquisition faced challenges with over-reliance on branded search, inefficient budget allocation, fragmented Google Ads campaigns, and tracking. LinkedIn Ads was under-leveragedand tested without target account lists, limiting its effectiveness.
"Upon hiring the team at Savvy Moves, we were struggling with visibility throughout our acquisition funnel. They were able to quickly implement sleek tracking and reporting, giving us more clarity than we've ever had before, as well as shiny new paid campaigns which have revolutionised the way we approach acquisition. Our CPL has never looked so good! Would definitely recommend Savvy for their pure expertise, but also the quality of their communication and thourougness of their reports and feedback."
Our Approach
Our strategy centered on building a full-funnel approach to drive more meaningful sign-ups for Iconosquare, optimize budget allocation, and improve targeting. We prioritized conversion tracking, campaign consolidation, and targeted creative messaging to maximize efficiency across Google Ads and LinkedIn Ads. Instead of focusing solely on MQLs, we aligned efforts toward higher-value funnel metrics like Sales Qualified Opportunities (SQOs) and Customers to enhance revenue impact.
We focused on three key areas:
- Tracking & visibility – Implemented offline conversion tracking and UTM tracking to measure lead quality and optimize for high-value conversions.
- Google Ads – Simplified and consolidated campaign structures for more efficient ad spend distribution. We moved beyond MQL generation to focus on SQOs and customer acquisition, ensuring a revenue-driven approach.
- LinkedIn Ads strategy – Developed creative concepts based on ICP pain points, leveraged testimonials to build credibility, and targeted agencies with refined persona filters.
Tracking
We implemented offline conversion tracking to understand which campaigns generated high-value customers, not just leads. Enhanced UTM tracking allowed for better attribution, and we leveraged Google’s enhanced conversions to recover lost data from users blocking cookies. CRM integration ensured valuable conversion signals were fed back into the ad platforms for smarter optimization.
Google Ads
To improve efficiency, we streamlined Google Ads by consolidating fragmented campaigns and focusing more onhigh-intent keywords. This reduced search term overlap, improved conversion rates, and optimized budget allocation. Additionally, we refined geo-targeting, added dedicated landing pages, and adjusted smart bidding strategies to maximize return on ad spend.
LinkedIn Ads
To drive demand, we developed a strategy tailored to Iconosquare’s ICP pain points, using awareness content to address key challenges and establish thought leadership. In our remarketing layer, we built trust and credibility with testimonials and customer quotes. Instead of broad audience targeting, we curated a list of agencies and combined it with LinkedIn persona filters to ensure the right decision-makers saw our ads, improving relevance and efficiency.
Results
We built a full-funnel approach for Iconosquare, focusing on the most profitable markets to optimize CAC and ARR. By consolidating campaigns, refining targeting on Google Ads and LinkedIn Ads, and prioritizing SQOs over MQLs, Iconosquare’s paid plans increased by 84% YoY.
