"Partnering with Emil completely transformed our paid advertising strategy. He didn't just help us optimize our campaigns. He completely rebuilt our entire framework around efficiency, performance, and measurable impact. Within months, our SAL counts tripled month-over-month, and our closed-won rate from paid channels surged. After partnering with Emil, we've achieved a 425% ROI across our digital advertising efforts. Emil's strategic mindset, testing rigor, and deep understanding of our complex product mix made all the difference. He's truly become an extension of our team."
Christina Nelson
Director of Digital Marketing, Zywave
The Challenge
Zywave had consistent demand, but their paid advertising program wasn't structured to scale efficiently or prioritize sales-quality leads. Key challenges included:
Performance was heavily reliant on branded search, limiting scalable non-branded growth.
Campaign structure lacked segmentation across products and audiences, making testing and optimization difficult.
Offline conversion tracking and down-funnel feedback loops were not fully implemented, limiting optimization toward sales-quality outcomes.
Their complex product ecosystem required a more intentional keyword and campaign strategy across business segments.
They needed more than incremental optimizations. They needed a rebuild.
The Approach
Swell Metrics re-engineered the paid search around efficiency, testing rigor, and measurable business impact. What changed:
Full Google Ads account rebuild (structure, segmentation, intent alignment)
Down-funnel-aligned conversion tracking and feedback loops
Aggressive testing roadmap across keywords, ads, and landing pages
Budget reallocation toward the highest-quality demand
Ongoing optimization focused on scale without sacrificing efficiency
The Outcome
SALs scaled nearly 2× faster than spend, due to the significant efficiency gains that were made, not just increasing spend. Results continued to scale beyond the initial optimization window.
Monthly SAL volume more than doubled.
Cost per SAL dropped by nearly one-third.
Paid media evolved from a supporting channel into a primary growth engine.
Increase in Sales-Accepted Leads
ROI across digital advertising efforts
"Working with Emil is amazing. On a human level, he's kind, engaging, knowledgeable, and honest. Emil felt like a real member of our team and treated our business like it was his business. He helped grow our brand, drive new traffic, convert new customers, and put our company on the map. We've grown from a small start-up to a major player in the event ticketing and registration industry. Emil played a considerable role in building the marketing foundation of our company and we couldn't be more grateful."
Justin Zoradi
VP of Marketing, Webconnex
Webconnex grew from an early-stage startup into a major player in the event ticketing and registration industry. Paid media played a central role in driving brand awareness, new customer acquisition, and lasting market presence.
Industry: Event Ticketing & Registration, SaaS
Webconnex: From early-stage startup to industry leader.
OUR CLIENTS
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