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If you don't have a complete picture of which search themes are converting into revenue, you are probably not getting value from your search marketing spend. In this case study, we’ll examine how we helped Deposco identify the search themes that are most valuable to their business. That data enabled us to rebuild Deposco’s search account around the most valuable themes, maximizing spend to conversion ratios.
Deposco provides cloud-based and AI-enabled supply chain software that manages warehouse operations, order fulfillment, inventory, and shipping for e-commerce, retail, wholesale, and third-party logistics (3PL) businesses. Adaptive & Co has worked with Deposco for over 12 months, providing a range of media management services. As part of that engagement, Deposco asked us to help them get a clearer picture of which search themes convert into revenue.
Deposco's Google Ads account was optimized around demos as the primary success signal. It treated every service theme, Warehouse Management System (WMS), Supply Chain Intelligence (SCI), and competitive terms, as roughly equal in value once a demo request came in. However, demo volume alone doesn't reveal which search themes actually convert into revenue. A demo from a solution-intent WMS buyer and a demo from a mixed-intent SCI searcher were being counted the same way, even though their downstream pipeline outcomes differed enormously and this was not helping Deposco maximise the value of their search marketing spend.
To address this challenge, we connected HubSpot deal velocity data, including pipeline value, opportunity creation, and deal outcomes, with Google Ads search-term and keyword-level performance to see which service themes were actually producing commercial results, not just conversions. This exposed a wide split.
WMS solution- and commercial-intent search terms carried roughly 16x the monthly search volume of Supply Chain Intelligence terms and traced through to a far higher-value pipeline, while SCI search behavior was largely mixed-intent with no unified buying signal.
Rather than spreading budget evenly across themes, we rebuilt the account structure and budget allocation around the keyword themes the deal data showed were actually carrying commercial weight. That meant leaning further into high-intent WMS terms, tightening the SCI keyword set to its highest-performing core, and expanding competitive conquesting terms where pipeline data showed strong win rates.
(Q3 2024 - Q2 2025) V (Q3 2025 - Q2 2026)
This project was not about buying more leads for more money. Connecting deal-velocity data to keyword-level search behavior let us identify the specific service themes that were already carrying the commercial weight and rebuild the account around them. As a result, pipeline growth outpaced spend growth by more than 10x.
We unlocked the value of Deposco’s data to drive the leads that were most valuable to their business, ensuring that the client got more value from every dollar spent and a new strategy that continues to help their business to grow.
