GetResponse: how much can the organisation of processes help?

GetResponse is a leading SaaS company headquartered in Gdańsk, Poland, specializing in marketing automation. Its platform helps businesses manage email marketing, webinars, and sales funnels, serving more than 350,000 customers across 183 countries.

• Chaotic campaign structure. GetResponse was running more than 200 PPC campaigns in Google Ads, which required a significant amount of time and effort to manage and understand their individual goals.
• Growing reporting workload. Marketing activities involved as many as 10 teams on the client's side, each expecting tailored reports. Creating them became so time-consuming that it started to take focus away from key strategic initiatives.
• No segmentation based on customer value. Campaigns were grouped thematically, without accounting for system features or user intent. This limited precise targeting and made it harder to align budgets with actual conversion potential.
• Separate tracking per channel. Different advertising channels used separate tracking systems, while landing pages were not integrated with one another. The lack of a consistent reporting model made it difficult to assess performance.

Processes and reporting

• Campaign naming conventions were standardized and the methodology for managing and analyzing PPC activities organized.
• Universal dashboards covering all client teams were created; thanks to consistent nomenclature they made it possible to monitor campaign performance in one place.
• Numerous separate reports were replaced with one consistent tool covering all activities, with real-time reporting.
• A separate dashboard for monitoring advertising spend across individual channels improved budget transparency.

Google Ads structure

• Instead of one campaign, a division based on tCPA levels (target customer acquisition cost) and functions (user roles) was introduced.
• The previous non-brand campaign structure, based mainly on geographic segmentation, was abandoned after a detailed analysis of the client's business data.
• All English-language campaigns were organized into seven tiers based on target customer acquisition cost. CAC was estimated using the average revenue in each country and a standard conversion rate.
• Keywords were grouped according to the functions users were looking for, such as email marketing, automation, and landing pages, because different features could translate into different customer lifetime value.
• The final structure was based on two variables: market tier and thematic segmentation (features and keyword groups).

Tracking

A universal system of landing pages, event tracking, and conversion tracking was created. The measurement systems for Facebook Ads, Google Ads, and LinkedIn Ads were unified and integrated into one coherent environment.

• The number of Google Ads accounts was reduced from 11 to 3, improving data consistency, simplifying management, and reducing the PPC team's operational workload. A unified naming system also simplified the rebilling process.
• On the global advertising account, the number of campaigns was reduced from 201 to 114. Older Facebook campaigns were audited and only essential adjustments introduced across 10 accounts.
• The time spent on reporting decreased from as much as 30 hours per month to around 7 hours.

The collaboration began with digital marketing campaigns and gradually expanded to include support in developing digital marketing processes and standardizing analytics.