Cloudflare
Cybersecurity
60% ROAS lift in 100 days
Cloudflare Self-Serve: 60% ROAS lift
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Cloud / Security
Inbound Pipeline Growth
Pipeline Intelligence
49% more open opportunities.
Cloudflare Enterprise needed paid search to drive qualified lead volume — not just lead volume.
49%
more open opps
26%
lower conversion cost
2
campaign streams
The company
About Cloudflare.
Cloudflare is a leading global connectivity cloud company that helps make the internet faster, more secure, and more reliable for millions of businesses. Its product portfolio spans security, performance, and zero trust networking — sitting inside a category that includes Akamai, Fastly, and Zscaler — and competes on a unified network architecture that consolidates security and performance services in one platform.
Cloudflare's Enterprise motion targets large organizations with complex networking and security needs. The buyer spans IT leadership, security architects, and infrastructure teams, with sales cycles driven by named-account engagement and procurement-led evaluation processes.
The problem
The problem.
Cloudflare's Enterprise entity faced challenges growing qualified lead volume sustainably. They needed to improve Paid Search effectiveness to achieve higher lead volume and a higher lead-to-qualified-lead ratio. The existing campaign structure didn't differentiate between brand and non-brand intent — making it hard to optimize spend toward the audiences that actually drove qualified pipeline.
The work
What we built.
We reworked the campaign structure on Google Ads through a multi-faceted approach: segregating campaigns by brand and non-brand keyword intent, and aligning these campaigns with a granular analysis of lead-to-qualified-lead ratios. We also implemented offline conversion tracking, mapping conversion actions to specific demand generation funnel stages. By focusing on the lead to qualified lead ratios, we optimized keywords, assets, and allocated spend against the audiences most likely to close.
The outcomes
What changed.
49%
more open opportunities.
Open Opportunities grew 49% as brand vs non-brand segmentation concentrated optimization.
26%
lower conversion cost.
Cost per conversion dropped 26% as the bid algorithm started training on qualified-lead signals.
2
campaign streams.
Brand and non-brand split into distinct streams with their own bid economics.
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Multi-faceted campaign-structure rework on Google Ads.
Service 02
Paid Search
Brand vs non-brand segmentation, lead-to-qualified-lead optimization, granular asset and spend allocation.
Service 03
Pipeline Intelligence
Offline conversion tracking mapped to demand generation funnel stages.
Free · 5 business days · No commitment
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