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Load Balancing / Cloud Infra
Inbound Pipeline Growth
Paid Search
84% more SQLs at 16% less spend.
A non-branded paid search restructure for LoadMaster — focused on bottom-funnel signal, not form-fill volume.
84.42%
SQL increase
16.53%
budget reduction
71.42%
lead-to-SQL ratio improvement
The company
About Progress Kemp LoadMaster.
Progress Kemp LoadMaster is an application delivery and load balancing product within the Progress portfolio, used by enterprises to deliver application performance, availability, and security across hybrid environments. The product sits inside the application delivery controller (ADC) category — alongside F5, Citrix NetScaler, and AWS ELB — and competes on its flexible deployment options and total cost of ownership against incumbents.
The buyer is the network and infrastructure leadership: network architect, infrastructure director, application owner. The sales motion targets enterprises modernizing their ADC stack, with a long technical evaluation process driven by infrastructure teams comparing performance, deployment flexibility, and licensing.
The problem
The problem.
The LoadMaster non-branded paid search program was generating consistent lead volume but struggling to convert that activity into meaningful bottom-of-funnel outcomes. Campaigns were optimized with mixed signals, pulling in form fills that failed to progress to SAL or SQL stage. Keyword coverage was heavily skewed toward exact match and ad groups were tightly segmented, leaving the account with limited impression volume.
The work
What we built.
We restructured the LoadMaster non-branded search by overhauling the conversion framework and shifting campaign optimization toward bottom-of-funnel signals like SALs and SQLs. Ad groups were consolidated to increase impression volume and improve auction competitiveness. High-intent keywords were prioritised. Our AI ad copy agent was deployed to refresh messaging across the account. By restructuring the ad group hierarchy, the account unlocked meaningful gains in auction presence — reducing Search Impression Share lost to budget by 28.21%.
The outcomes
What changed.
84.42%
SQL increase.
Attributed SQLs grew 84.42% while ad investment dropped 16.53% — better signal, less waste.
71.42%
form-fill-to-SQL.
Lead-to-SQL ratio improved 71.42% as bid optimization moved to SAL/SQL stages.
28.21%
lower SIS lost to budget.
Search Impression Share lost to budget dropped 28.21% as consolidation freed auction headroom.
26.53% drop in disqualified leads — the bid algorithm started learning from real demand.
The customer voice
In their words.
“Collaboration with the Verto team — especially Alex and Deni — was seamless. Their structured approach and clear focus helped uncover performance opportunities that often go unnoticed in day-to-day operations.”
Jan Zimovcak
Search Team Manager, SEO & SEA, Progress
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Non-branded paid search restructure with bottom-funnel optimization.
Service 02
Paid Search
Ad group consolidation, high-intent keyword prioritization, AI ad copy refresh.
Free · 5 business days · No commitment
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