SEO · Paid Media Strategy
Rootly · 2025
cost per conversion (down from $631)
increase in conversion rate
reduction in cost per click
The situation
Rootly is a B2B SaaS platform helping engineering and operations teams manage incidents more effectively. By early 2025 they were spending significantly on Google Ads and LinkedIn Ads – but had very little clarity on what was actually happening as a result.
The ads weren’t configured correctly. Conversion tracking was incomplete. The cost per click had crept up to $13.34 and cost per conversion had reached $631.94 – without a clear picture of whether that spend was generating pipeline or simply burning budget.
On the SEO side there was no strategy in place at all. Organic search was an untapped channel with no framework to build from.
Adam Frank, VP of Growth, needed two things: a clear audit of what was wrong with the paid activity and a practical SEO strategy his team could implement. Not an agency to run everything indefinitely – a strategic intervention that would put them back in control.
What we did
We started with a thorough audit of both channels before making a single recommendation.
On the paid side, we analysed the Google Ads and LinkedIn Ads accounts in detail, identifying misconfigured campaigns, incomplete conversion tracking, wasted spend on broad match terms, and missing negative keywords that were allowing irrelevant traffic to consume budget. We presented our findings back to Adam with a clear prioritised action plan.
On SEO, we conducted a full audit of rootly.com and produced a comprehensive strategy document covering technical SEO priorities, keyword targeting, content opportunities, and on-page optimisation – structured so the internal team could take it and implement it themselves with confidence.
Both audits were delivered as standalone strategic outputs. The implementation of the paid media recommendations was then executed, with the results tracked against the baseline we’d established at audit stage.
The results
cost per conversion (down from $631.94)
increase in conversion rate (2.11% → 6.86%)
reduction in cost per click ($13.34 → $4.19)
CTR vs 2.41% industry benchmark
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