How Business Unicorn Increased Optibase Sign‑Ups and Demo Calls with Precision Google Ads Management

Optibase is a no‑code A/B testing, split testing and multivariate testing platform explicitly built for Webflow users. It empowers businesses to test everything from copy and design to entire pages, with features like no‑flicker implementation, performance‑friendly execution and granular audience segmentation. Users can create unlimited variant combinations and track custom conversions - like clicks, form submissions and scroll depth - directly within their Webflow site. As Google Optimize sunsets, Optibase fills a critical gap for Webflow‑native experimentation.

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Our challenges

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Optibase needed to scale its user acquisition efficiently. Although the platform is targeted at Webflow users, the initial Google Ads setup was broad: search terms included generic phrases like “A/B testing” and “usability testing,” which attracted broad clicks and drove up CPA.

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Conversion tracking was limited to Webflow form submissions, so Smart Bidding lacked reliable signals. Furthermore, with competitors like Optimizely and VWO bidding on similar keywords, Optibase’s campaigns captured a small share of impressions (<10 % impression share according to auction insights) at inconsistent top‑of‑page rates.

What we did

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1. Set up robust tracking

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• Implemented GA4 and Google Tag Manager to capture full‑funnel events—page visits, sign‑ups and demo bookings—across Optibase’s marketing site and app.
  
  
• Added server‑side tracking to ensure reliable conversion signals and feed Smart Bidding.
  
  
• Created custom conversions for both “Start for free” sign‑ups and Calendly demo bookings, enabling campaign‑level optimisation.
  
  

2. Restructured campaigns around intent

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3. Enhanced creative and bidding

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4. Analysed and optimized audiences

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Results

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• Sign‑up and demo bookings: Across all campaigns, Optibase generated 269 conversions
  
  
• Cost efficiency: By focusing on high‑intent search and cutting underperforming placements.
  
  
• Traffic quality: The restructured keyword portfolio delivered higher click‑through rates.
  
  
• Network & device optimisation: Increase of bids for higher con. rate opportunities.
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• Competitive positioning: Auction insights showed that Optibase still competes with heavyweights like Optimizely and VWO. However, our impression share, now produces a higher top‑of‑page rate and stronger conversion efficiency, demonstrating that smart targeting can outperform larger spenders.