Case Study: GoodTime increases pipeline volume by 50% with Metadata.io

How GoodTime Increased Pipeline Volume from Search by 50% With Single Keyword Ad Groups

GoodTime, a software company known for its AI-powered interview scheduling product GoodTime Hire, wanted to grow pipeline from Google Search while controlling spend and avoiding wasted budget on non-converting keywords. Although they were already managing more than 50 active keywords, they needed a better way to capture high-intent non-branded traffic and improve the efficiency of their search program.

Using Metadata.io, GoodTime tested multiple keywords with different ad copy and landing pages through a 1:1:1 single keyword ad structure, then used experiments data to identify low-intent, high-intent, and high-converting terms. They paired this with account-level sitelinks, search-term review, auto-pause rules, and incremental bid/budget increases, resulting in 13.4% less spend, 50% more pipeline volume, 42% lower cost per opportunity, and 320% more pipeline dollars.

GoodTime

Andrew Geden

Growth Marketing Manager