How Vanta scaled to 20 countries

The challenge

Maintaining a profitable CAC while increasing spend

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Early June was brought on to increase net-new customer acquisition across SEM (Google and Bing), display and YouTube in 2023. As a well-funded B2B SAAS company operating in a highly competitive industry, the goal was to cement the company' position as the #1 trust management platform in the US and help it enter new, international markets.

Consolidating a myriad of campaigns and finding the right traffic sources unlocked success for the Early June team.

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Our approach

Consolidate targeting - and double down on what works

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An existing Google Ads account with 140 campaigns had proven increasingly inefficient as the lead quality continued to decrease: many interested users but few booked sales.

While conducting a thorough audit of all assets, the Early June team found that a large share of ad spend had been going toward non-Google traffic sources. Essentially, Google has been spending more and more on low-quality traffic.

With an account restructure that allowed for stronger machine learning and focused all media investments in core channels only, the team grew the total number of booked demos by 216% YoY while lowering the CAC.

These structural changes were rolled out to 20 countries shortly after, significantly increasing not only total lead volume but also total booked business on 4 continents.

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The results

More customers, better leads

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With the Early June changes in place, the lead-to-win rate increased, freeing up sales resources and attracting more customers.

Based on the positive results, the team felt confident in the return on ad spend and started investing more in the channel.

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