Zendesk ran a 120-day acquisition campaign on NEXUS to scale adoption among customer service teams and support operations. The campaign focused on businesses actively evaluating omnichannel support platforms and AI-powered customer service automation tools.
With a $936,000 budget, Zendesk efficiently captured high-intent users while maintaining a low cost per acquisition and strong return on ad spend.
Campaign Objective and Setup
The campaign aimed to acquire new registered users at scale while positioning Zendesk as a comprehensive AI-driven helpdesk solution that streamlines ticket management and customer interactions.
Audience Targeting Strategy
NEXUS delivered the campaign to SaaS Subscribers and AI Tech Users already using customer support tools. Targeted segments included SaaS Buyers, CRM Tools, and Marketing Tech, ensuring the audience consisted of decision-makers evaluating integrated, enterprise-ready support solutions.
Creative and Market Positioning
Ad creatives emphasized AI automation, omnichannel support, and faster ticket resolution, directly addressing operational bottlenecks faced by modern support teams. Messaging positioned Zendesk as a scalable platform capable of improving efficiency and customer satisfaction.
Sequential Retargeting and Conversion Flow
Sequential messaging guided users from awareness to free-trial signup. Initial creatives highlighted AI-assisted ticket handling and workflow automation, while retargeting creatives reinforced enterprise use cases, integration benefits, and team-wide efficiency gains.
Campaign Optimization
Real-time monitoring continuously refined audience segments, creative variants, and retargeting sequences. Optimization focused on increasing trial signups from high-intent users while maintaining consistent CPA across enterprise and mid-market segments.
Campaign Results
Over the 120-day campaign period, Zendesk achieved:
- 18,000 new registered users across web and mobile platforms
- $52 cost per acquisition per user
- 3.9% conversion rate from impression to completed free-trial signup
- 9.6 million qualified impressions delivered to CRM and SaaS buyer segments globally
- 7.2× return on ad spend, based on projected lifetime value and enterprise subscription conversions
Observations
SaaS Buyers and CRM Tools segments consistently delivered high-intent users with immediate customer support needs. SaaS Subscribers showed higher enterprise trial-to-paid conversion rates compared to broader audience pools, reinforcing the effectiveness of behavioral targeting.
