How Gripped Increased Eficode's Closed-Won Revenue from Paid Search by 594%
“The [Gripped] team is just really good at listening, but then asking the right questions to get to the right solution…previous agencies didn't listen very well. So that kind of stands out as like a stark difference. ”
About Eficode
Eficode helps organisations turn software into their competitive advantage. They provide consulting services across DevOps, Managed Services, Cloud, Atlassian, GitHub & Microsoft, and AI software development. Focusing on improving software development capabilities across the entire lifecycle, Eficode enables companies to become scalable, efficient, and secure software-driven organisations. Their technology-agnostic approach means they recommend the best solutions for each client's needs rather than pushing specific vendors.
The Challenge
Eficode faced a fundamental marketing challenge: they weren't just competing for market share, they were creating markets. Unlike companies selling established solutions, Eficode needed to convince prospects to prioritise problems they might not even know they had and then persuade them that external technology consultancy was the right solution. This market creation work is significantly more complex than standard demand capture.
Overly complex campaign structure
Eficode's nurture campaigns had become unwieldy, with multiple workflows and qualifying questions that made them difficult to manage and keep relevant. This complexity meant campaigns couldn't adapt quickly to what was working, and prospects were getting lost in convoluted journeys rather than moving smoothly toward conversion.
The intricate campaign structure also made it hard to identify what was actually driving results. With so many variables and decision points, it was nearly impossible to optimise effectively. Campaigns needed simplification and focus so they could be managed efficiently while also allowing algorithms to learn and improve performance over time.
Weak content and insufficient audience scale
Content quality varied significantly across Eficode's service areas, with managed services content particularly weak. This made it difficult to engage prospects and demonstrate expertise in those areas. Simultaneously, audience sizes for campaigns were too small, preventing paid platform algorithms from optimizing effectively and driving up costs.
The small audience problem created a vicious cycle: limited reach meant fewer conversions, which gave algorithms less data to work with, which further limited performance. To break this cycle, Eficode needed both better content that would resonate with their target audience and broader targeting that would give campaigns room to scale and optimise.
Market creation complexity across diverse service areas
Eficode's challenge wasn't just selling DevOps or cloud consulting to people already searching for it. They needed to help prospects understand why AI adoption in software development matters, or why their current approach to DevOps was holding them back. This meant educating markets rather than just capturing existing demand.
This was complicated further by Eficode's diverse service portfolio spanning Atlassian consulting, managed services, DevOps transformation, GitHub implementation, and AI strategy. Each service area had different buyer personas, pain points and buying cycles. A one-size-fits-all campaign approach wouldn't work. They needed tailored strategies for each service line that spoke to specific problems and use cases.
How Gripped supported Eficode
To address these challenges, Gripped restructured Eficode's entire paid search and social strategy, simplifying campaigns while creating targeted approaches for each service area and developing stronger content to support conversion.
Campaign Restructuring Around Key Service Areas
Rebuilt campaigns from the ground up, organizing around Eficode's core business areas: Atlassian, Managed Services, DevOps & Cloud, and GitHub & Microsoft. This service-focused structure made campaigns easier to manage and optimise while allowing for tailored messaging that spoke directly to each audience's specific needs.
For LinkedIn, implemented an ABM (Account-Based Marketing) approach targeting specific companies and decision-makers who fit Eficode's ideal customer profile. For Google and Bing, focused on high-intent keywords where prospects were already searching for solutions Eficode provides. This dual approach captured both active demand and proactively reached target accounts.
Ad Copy and Creative Optimisation
Developed new ad copy across paid search and social that positioned Eficode's consulting services around specific business outcomes rather than generic technology benefits. Instead of talking about "DevOps transformation," we highlighted concrete results like faster software delivery, reduced deployment risk, and improved team productivity.
Created concepts and copy for video animations that explained complex topics like AI adoption in software development or DevOps maturity in accessible ways. While Eficode's brand team handled animation production, we ensured the messaging and narrative would resonate with technical and business buyers alike.
Simplified Campaign Management and Always-On Strategy
Took over management of all "always-on" campaigns, allowing Eficode's internal team to focus on one-off tactical campaigns and other priorities. Simplified the previously complex nurture workflows, removing unnecessary qualifying questions and decision points that were slowing down the buyer journey.
This streamlined approach made campaigns easier to optimise and gave algorithms the clean data they needed to improve performance. Regular monitoring and adjustment meant we could quickly shift budget toward what was working and away from underperforming segments.
Strategic Planning and Ongoing Optimisation
Maintained bi-weekly strategy sessions to review performance, discuss upcoming milestones, and align campaign strategies with Eficode's business priorities. These weren't just reporting meetings but strategic conversations about where to focus efforts for maximum impact.
Continuously tested and refined based on performance data. When certain service areas showed stronger results, we allocated more resources there while working to improve underperforming areas. This agile approach meant Eficode's paid programs evolved based on what actually drove results rather than sticking to a rigid plan.
The Results
€1.92m
In pipeline opportunity value generated from paid search in 12 months up 252% year-on-year.
594%^
Closed Won revenue from paid search increased showing campaigns were driving real results.
7%^
Increase in lead volume, compared to the previous year, but quality improvement was significant.
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