Zendesk Case Study
Blockchain-Ads connected Zendesk with customer service teams and support operations through targeted SaaS and CRM segments. The campaign prioritized businesses seeking omnichannel support platforms and AI-powered customer service automation solutions.
Campaign Overview
Zendesk, the customer service platform, sought to expand their user base among support teams seeking AI-powered helpdesk solutions. With a total ad spend of $936,000 over 120 days, the campaign targeted customer service operations actively seeking omnichannel support and AI automation tools.
Strategy
The campaign employed strategic audience targeting across behavioral and interest-based segments:
- Audience Targeting: Targeted SaaS Subscribers and AI Tech Users actively using customer support tools, interested in SaaS Buyers, CRM Tools, and Marketing Tech segments seeking integrated customer service solutions.
- Ad Creative Strategy: Messaging emphasized AI automation and omnichannel capabilities to resonate with customer service leaders and support teams.
- Retargeting Strategy: Sequential messaging moved users from awareness to free trial through progressive feature demonstrations and use cases.
- Campaign Optimization: Real-time performance monitoring adjusted targeting parameters to maximize signup rates across support and enterprise segments.
Results
- Total Conversions: 18,000 new registered users across web and mobile platforms during four-month campaign period
- Total Reach: 9.6 million qualified impressions delivered to SaaS buyers and CRM-focused audience segments globally
- Conversion Rate: 3.9% from impression to completed free trial signup, exceeding customer service software industry benchmarks
- Cost Per Acquisition: $52 per new user, delivering efficient growth within customer service software acquisition cost parameters
- Return on Ad Spend: 7.2× return measured by user lifetime value projections and enterprise subscription conversion rates
Execution
- Precise Audience Targeting: SaaS Buyers and CRM Tools segments delivered highly qualified users with immediate customer support needs
- Strategic Market Positioning: Messaging focused on AI automation resonated with support teams seeking efficiency and ticket resolution improvements
- Behavioral Targeting Advantage: SaaS Subscribers showed higher enterprise trial-to-paid conversion rates compared to broader audience targeting approaches
- Interest-Based Reach: Marketing Tech and CRM Tools targeting connected with teams already using customer engagement software ecosystems
- Platform Timing: Campaign launch aligned with increased demand for omnichannel support solutions and AI-powered customer service automation
Insights & Learnings
Zendesk's user acquisition campaign demonstrates the effectiveness of combining Behavioral Targeting and Interest-Based Targeting for customer service SaaS products. The SaaS Buyers, CRM Tools, and SaaS Subscribers segments delivered highly qualified users with strong enterprise intent. This targeting approach proved particularly effective for established platforms competing in mature customer service software markets with existing alternatives. The campaign's success validates the strategy of reaching support teams through precise audience segmentation around customer service needs. Zendesk can scale this approach across additional markets while maintaining efficient Cost Per Acquisition metrics.
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