Expanding a leading Canadian HR analytics SaaS platform into Australia and New Zealand through precision-targeted paid media, conversion tracking, and continuous optimization.
Visier is a Canada-based HR analytics SaaS platform serving enterprise clients globally. The challenge was entering Australia and New Zealand with a specific mandate to generate qualified leads among senior HR and business decision-makers. Niche audience, long sales cycle, efficiency required from day one.
Lead strategist across the full engagement: conversion tracking architecture, audience strategy, campaign build, and ongoing optimization across LinkedIn Ads and Google Search.
Before any campaign went live I audited and rebuilt conversion tracking across GA4, LinkedIn Campaign Manager, and Google Ads. I then used behavioral data to identify which gated content assets had driven the highest-quality leads in comparable markets, and led with those assets in LinkedIn content promotion rather than replicating global targeting in a new geography.
On Google Search I built tightly structured campaigns around high-intent ANZ-specific terms, then ran a disciplined negative keyword program, expanded keyword sets from search term reports, and ran continuous A/B tests on value propositions and CTAs throughout the engagement.
LinkedIn CPL dropped 36%. Google CPL decreased 21.34%. The program established a repeatable lead generation model for the ANZ region.
In B2B SaaS, tracking infrastructure is often the real differentiator between campaigns that keep improving and campaigns that plateau. The measurement rebuild at the start paid for itself many times over.