Cloudflare
Cybersecurity
49% increase in qualified leads
Cloudflare Enterprise: 49% more open opps
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Cloud / Security
Inbound Pipeline Growth
Pipeline Intelligence
60% ROAS lift in 100 days.
A foundation rebuild — segregating conversion actions by type — that mapped paid search to actual business value.
60%
ROAS lift
78.4%
paid conversion lift
100 days
to results
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 Self-Serve motion targets developers, SMBs, and individual purchasers buying directly through the website. The buyer is typically a technical practitioner — developer, IT lead, security engineer — making fast, self-directed purchase decisions, with strong product-led growth dynamics.
The problem
The problem.
Cloudflare's Self-Serve entity faced challenges growing ROAS sustainably on paid search across Google Ads and (later) Microsoft Ads. They needed higher return on ad spend and conversion rates. The existing campaign structure treated paid purchases and free sign-ups as the same conversion event — meaning the bid algorithm couldn't optimize for the conversions that actually generated revenue.
The work
What we built.
Our strategy involved reworking campaign infrastructure following a methodology that segregates conversion actions by type — paid purchases vs free sign-ups — and adjusting ad strength across the board to boost ad rank and visibility. Clear conversion-action focus enabled keyword and ad group value optimizations and better ad spend allocation. The new conversion structure and prioritization of ad spend lead to compounding returns within the first 100 days.
The outcomes
What changed.
60%
ROAS lift.
Return on ad spend grew 60% as the bid algorithm started optimizing for paid purchases, not free sign-ups.
78.4%
paid conversion lift.
Paid conversions grew 78.4% as keyword and ad group value optimizations took hold.
100 days
to results.
Compounding returns visible inside the first 100 days of the engagement.
Once the conversion signals mapped to actual business value, the gains followed.
The customer voice
In their words.
“VertoDigital didn't tweak our campaigns — they rebuilt the foundation. Once the conversion signals mapped to actual business value, the gains followed.”
Nash Haywood
Director, Global Digital Marketing at Cloudflare
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Campaign infrastructure rebuild: conversion actions segregated by type.
Service 02
Paid Search
Keyword and ad group value optimizations on Google Ads and Microsoft Ads.
Service 03
Pipeline Intelligence
Conversion mapping aligned to actual business value, not surface-level events.
Free · 5 business days · No commitment
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