Gusto increases ROAS by 73% with offline conversion tracking and Smart Bidding

Industry: B2B Financial Software

Timeframe: 6 weeks


Adam Treboutat, Growth Marketing Lead

“Google Smart Bidding took our Search program to the next level. With such strong ROAS, we’re able to reach more high-potential customers and provide valuable services during moments that matter.”

The Challenge

Gusto is a modern, online people platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. To maximize high-value conversions and increase their return on ad spend (ROAS), they incorporated their lifetime value (LTV) model into a third-party automated bidding solution, but weren’t seeing significant results.

The Approach

Gusto began importing LTV into Google Ads through offline conversion tracking (OCT), enabling them to attribute projected revenue to clicks in Google Ads. Then, they unlocked the full value of data integration and automation through Smart Bidding. Because Gusto was already using a third-party bidding solution, they chose drafts and experiments to split budgets on select campaigns into control and test groups, incorporating LTV data with Google’s machine learning.

We achieved


increase in conversion rate


return on ad spend

Proven results

After a six-week test period, the campaigns drove a 127% increase in conversion rate, resulting in a 45% improvement to ROAS. Gusto then migrated all campaigns to Smart Bidding, which drove a 73% increase in no-brand campaign ROAS and a +21% ROAS in branded campaigns.

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