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 leading Canada-based HR analytics SaaS platform serving enterprise clients globally. The challenge was entering two new markets, Australia and New Zealand, with the specific goal of generating high-quality leads among senior HR and business decision-makers. The audience was highly niche, the sales cycle was long, and the budget required efficiency from the start.
As the lead strategist on this engagement, I was responsible for conversion tracking architecture, audience strategy, campaign build, and ongoing optimization across LinkedIn Ads and Google Search. I worked directly with Visier's team to understand their content assets, audience profiles, and performance history before building the ANZ-specific program.
The first action was fixing the measurement foundation. Before any campaign went live, I audited and rebuilt conversion tracking across GA4, LinkedIn Campaign Manager, and Google Ads. Without clean tracking, optimization decisions are guesswork. That step was non-negotiable regardless of timeline pressure.
With tracking validated, I partnered with Visier to build refined audience profiles for ANZ. Rather than replicating global targeting in a new geography, I used GA4 behavioral data to identify which gated content assets had driven the highest-quality leads in comparable markets over the previous six months. These insights directly informed our LinkedIn content promotion strategy, ensuring we led with the assets most likely to convert decision-makers in the ANZ context.
On Google Search, I conducted extensive keyword research specific to ANZ HR analytics search behavior and built tightly structured campaigns around high-intent terms. Post-launch, I implemented a disciplined negative keyword program, expanded keyword sets based on search term reports, and ran continuous A/B tests on ad copy, testing value propositions, CTAs, and messaging angles against each other systematically.
Google CPL decreased by 21.34% and LinkedIn CPL dropped by 36%, significantly improving Visier's ability to acquire qualified ANZ decision-maker leads within budget. The program established a repeatable lead generation model for the region that the team could continue building on.
The measurement rebuild at the start of the engagement paid for itself multiple times over. Every optimization decision we made was grounded in clean data, which meant we could move confidently and quickly. In B2B SaaS specifically, the quality of your tracking infrastructure is often the real differentiator between campaigns that improve and campaigns that plateau.