How Business Unicorn Supported Flowout's PPC Growth Engine From Day One
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Flowout is a leading Webflow Enterprise agency working with fast-growing startups and enterprises to build high-performing websites and digital products. Since its early days, paid acquisition has played an important role in Flowout's go-to-market strategy - supporting both direct sales inquiries and demand generation through free resources and educational guides.
The challenge
As a service-based business operating in a competitive global market, Flowout needed a paid acquisition setup that could scale responsibly while maintaining lead quality.
Key challenges included:
- Establishing PPC as a reliable and repeatable acquisition channel
- Supporting both direct sales inquiries and top-of-funnel lead generation
- Managing increasing ad spend without disproportionate increases in cost per lead
- Adapting campaigns as Flowout’s positioning, offerings, and audience matured
The objective was not short-term spikes, but a system that could support consistent demand over time.
How we approached
We approached PPC as a long-term acquisition system, not a one-off campaign.
1. Positioning PPC as a core acquisition channel
Google Ads was structured to capture existing demand from businesses actively searching for Webflow expertise:
- High-intent search campaigns focused on demo and inquiry actions
- Coverage of brand, solution-aware, and service-related search terms
This ensured Flowout remained visible at key decision-making moments.
2. Supporting demand generation through content
To complement direct acquisition, PPC was also used to support educational content:
- Promotion of guides, ebooks, and free resources
- Lead capture earlier in the buyer journey
- Audience building for future remarketing and sales opportunities
This helped balance short-term lead capture with longer-term demand development.
3. Measurement and optimization framework
Performance decisions were informed by tracked user actions:
- GA4-based conversion tracking for primary and secondary events
- Ongoing review of engagement, lead quality, and cost efficiency
- Iterative adjustments to keywords, bidding strategies, and ad messaging
This allowed optimization based on observed performance rather than assumptions.
4. Responsible scaling over time
As Flowout's business became more serious, PPC activity scaled accordingly:
- Approximately €175K in cumulative Google Ads spend
- An average cost per lead of ~€65
- 2.7M impressions and 225K+ recorded interactions at an average CTR of ~4%
Spend levels and structure were adjusted gradually, with efficiency as a guiding principle.
5. Continuous refinement as the business evolved
Campaigns were regularly reviewed and refined to reflect:
- Changes in Flowout’s service offering and positioning
- Shifts in demand across keywords and audiences
- Performance insights gathered over time
This ensured PPC remained aligned with the broader business strategy.
Conclusion
Over the observed period, PPC became a consistent component of Flowout’s overall growth mix:
- ≈150 qualified leads generated via PPC
- Sustained cost efficiency across multiple years
- Reliable support for both sales inquiries and lead-generation assets
PPC functioning as one of several channels contributing to Flowout's reported business growth, which increased from approximately €1M to €3.7M in annual revenue over time. By treating PPC as a long-term acquisition system rather than a short-term tactic, Business Unicorn helped Flowout establish a paid media foundation that could adapt as the company scaled.
