How Noggin Increased SaaS Leads by 13X YoY via Google Ads

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About Noggin

Noggin is a B2B SaaS company that provides an integrated safety and security platform to help businesses deal with a range of crisis and emergency management issues including work safety, business continuity and operational security. Prior to Rocket, Noggin worked with another digital agency but were unhappy with the performance marketing results from their Google Ads campaigns.


Noggin's previous digital agency were not collaborative to scale their campaigns. Noggin wanted to aggressively increase media spend and boost the number of leads driven to their business. After a meticulous search, they selected Rocket to run their paid media PPC campaigns. Rocket was challenged to scale the Google Ads campaigns with a 200%+ increase in media budget to deliver leads of the same, if not cheaper CPAs as their previous agency.


On inheriting the Noggin account, Rocket's Paid Media team dove into a data-driven strategic approach. This included:

  • Discovery Workshop: An in-depth discovery workshop with the Noggin team to learn about their business, buyer personas and marketing approach - their product, value propositions, audiences, roadblocks, markets, goals, competitors, and the like.
  • Competitor Analysis: A thorough competitor research using Semrush among other tools to generate insights and identify markets with more opportunities to scale the campaigns.
  • Google Ads Account Audit: Reviewed the account structure, campaigns, targeting and tactics implemented historically for the account.
  • Keyword Research and Google Ads Strategy Development: Extensive keyword research on all product categories followed set up of a revised campaign structure and evaluated the budget allocation for for optimal results.
  • Tracking, Optimisation and Evaluation: Reviewed, evaluated, and added additional tracking on the account and rolled out a weekly optimisation plan, evaluating the performance of the campaign based on primary metrics (MQL, CPL and CVR) and optimising secondary metrics (Clicks, CPC, CTR and Engagement).

On a tactical level, Rocket worked closely with Noggin to redefine marketing goals to focus on lead quality (demo requests) vs quantity (eBook Downloads), redesigned the entire search campaign account structure on Google Ads, introduced efficient bid strategies and launched new ad types including new Display Ads and Performance Max campaigns.



Increase in SaaS Leads YoY


Lower CPA YoY


Increase in Quality Demo Leads YoY


The results have been sensational. The KPI was set based on the prior agency's performance; Rocket has over-delivered and set new benchmarks for Noggin's digital marketing campaign! Rocket has scaled campaigns successfully by managing a media spend that's greater than 200%. The CPA is down to double digits, lowered by a whooping 76.4%. Most importantly, the core KPI has been met. Leads are up by 13x the previous year i.e 331% over target! In terms of other notable wins, there has been an 45x increase in quality leads. This case study is truly an excellent example of campaign management and client collaboration in Australia.

Campaign Creative

Noggin Creative 1
Noggin Creative 2

Our Award Wins

  • Finalist 'Best Overall PPC Initiative – Enterprise' - Search Engine Land Awards 2022
  • Finalist 'Best Advertising Campaign' - Semrush Awards 2022
  • Finalist 'Best Use of Search -B2B' - APAC Search Awards 2023
  • Finalist 'Best PPC Campaign' - APAC Search Awards 2023
See all our awards

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Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.


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