PhotoShelter, a digital asset management (DAM) and social content distribution platform for brand teams, came to us after working with a previous agency that delivered erratic results.
Their paid search strategy was volatile, with performance fluctuating wildly, and the internal team couldn’t rely on the data to make informed decisions. Modeling was based on averages that hid serious conversion issues, and the paid search strategy lacked real signal quality.
Emotional State
The team had lost confidence in paid search and couldn’t justify its ROI internally. There was pressure from leadership, unclear attribution, and a lack of clarity around what was truly driving growth.
Discovery Phase
We started by aligning on what mattered most: pipeline growth. Before touching campaigns, we clarified how the business defined MQLs, SQLs, and SQOs and how each impacted pipeline performance. That alignment unlocked the entire strategy.
Implementation
- Google Ads Overhaul: We overhauled end-to-end tracking to align platform inputs with revenue-producing outcomes.
- CRO as a Force Multiplier: Testing landing pages drove a 48% lift in form submissions by refining CTAs and messaging.
- Tactical CTA Testing: We tested [Book a Demo] versus [Buyers Guide Download]. Whitepaper downloads inflated MQL volume but hurt MQL to SQL conversion. Switching to demo-focused CTAs closed that gap quickly.
- PMAX Optimization: While some thought Performance Max produced unqualified leads, our correlation analysis revealed it actually delivered high-value deals. Reducing spend caused a measurable dip in SQO pipeline, so we reallocated accordingly.
We didn’t just build ads. We built a real demand engine and knew exactly how each part was performing.
Business Impact
- Exceeded SQO pipeline goals every quarter of 2025
- MQL to SQL rate reached 29.5% in peak months
- SQL to SQO rate held strong at 80% or higher
- Q2 SQO pipeline beat goal by 27.88%
- Q3 MQL goal exceeded by 74.52%
- CRO resulted in a 48% lift in form submissions
Emotional Impact
PhotoShelter now builds quarterly forecasts around paid search. We’ve shifted from a vendor to a strategic growth partner fully embedded in their marketing team.
“You’re not going to find a better strategic execution partner. Disruptive supports us from strategy clear into the tactical experience. Our team is lean, and we wouldn’t be able to deliver the same pipeline results without them.” —Madelynn Conrad, Senior Manager of Growth Marketing PhotoShelter
