B2B Google Ads Case Study: How BioRender Got +83% More Sign-Ups with 4 Months

When BioRender approached us, they had a simple goal: drive more sign-ups for their groundbreaking scientific illustration tool while keeping costs under control. In just four months, we helped them achieve remarkable results:

• 🚀 +83% increase in conversions
• 🎯 +51% higher conversion rate
• 💰 -47% lower cost per sign-up

These improvements also led to significantly better click-through rates (CTR), highlighting the importance of ad relevance and performance in achieving overall success.

Here’s the story of this B2B Google Ads case study of how we did it—and how our approach could work for your business too.

Introduction to BioRender and the Challenge

BioRender is a leading provider of scientific illustration and animation services, catering to the needs of researchers, scientists, and educators. With a strong online presence, BioRender aimed to leverage Google Ads to expand its customer base and increase conversions. However, the company faced significant challenges in optimizing its Google Ads campaigns. Inefficient ad spend and subpar conversion rates were major hurdles that needed to be addressed to achieve their growth objectives.

The Challenge: Scaling Growth Without Breaking the Ad Spend Budget

BioRender is the first of its kind—a platform that makes it easy for scientists to create professional visuals in minutes. Think of it as the “Canva for science,” designed to simplify complex communication.

Despite their unique value, BioRender needed a better way to reach their audience of scientists and researchers. They faced challenges with inefficiencies and overspending in their client’s Google Ads campaigns, which led to increased costs and wasted spending. They wanted to:

1. Increase sign-ups from high-quality leads.
2. Scale their efforts globally across North America, EMEA, and ANZ.
3. Keep acquisition costs low to maximize ROI.

Initial Google Ads Setup and Mistakes

Upon reviewing BioRender’s initial Google Ads setup, it became apparent that several mistakes were hindering the campaign’s performance. The ad account structure was disorganized, with multiple campaigns and ad groups lacking clear objectives and targeting strategies. Furthermore, the keyword research was incomplete, leading to irrelevant ad displays and wasted ad spend. The bidding strategy was also suboptimal, focusing on cost-per-click (CPC) rather than conversion-focused bidding, which did not align with BioRender’s goal of maximizing conversions.

The Solution: A Data-Driven Google Ads Strategy

We started with a deep audit of BioRender’s paid media campaigns. After analyzing their performance, we identified clear opportunities for improvement. By implementing a strategic digital marketing approach, we focused on optimizing bidding strategies, retargeting efforts, and refining landing pages to enhance overall campaign effectiveness. Here’s what we did:

1. Focused on Google Search Ads Campaigns

We prioritized Google Search because it aligned perfectly with BioRender’s target audience—scientists searching for tools to improve their workflow. By leveraging search ads, we segmented campaigns by core offerings and audience types, tailoring budgets based on market profitability data.

2. Improved Ad Relevance and Targeting

We rewrote ad copy to resonate with BioRender’s audience, emphasizing key benefits and aligning messaging with search intent. By refining their keyword strategy and aligning ads with landing pages, we improved Quality Scores and reduced costs.

Additionally, focusing on lead generation through targeted ads and optimized campaigns is crucial for acquiring high-quality leads and enhancing ad relevance.

3. Leveraged Smart Bidding

Using Target CPA bidding, we focused on driving the most efficient conversions. This allowed us to scale campaigns while controlling costs. Regular search query reviews ensured irrelevant traffic was eliminated, keeping the budget focused on high-value customers.

4. Ongoing Optimization

We monitored performance daily, identifying opportunities to refine bids, expand converting keywords, and optimize landing pages. Each adjustment built on the last, creating compounding improvements over time.

Retargeting and Ad Extensions for Enhanced Visibility

To enhance visibility and drive conversions, BioRender implemented retargeting campaigns targeting users who had previously visited their website. This approach allowed them to re-engage potential customers who had shown interest but had not yet converted. Additionally, ad extensions, such as site links and callouts, were added to provide additional context and encourage users to click through to the website. By leveraging retargeting and ad extensions, BioRender was able to increase its online presence and drive more qualified leads.

Landing Page Optimization for Conversions

BioRender’s landing pages were optimized to improve conversion rates. The company created dedicated landing pages for each ad group, ensuring that users were directed to relevant content that aligned with their search queries. The landing pages were also optimized for mobile devices, featuring clear and concise headlines, compelling offers, and prominent calls-to-action (CTAs). By optimizing its landing pages, BioRender was able to significantly increase its conversion rates and drive more sales.

The Results: A Winning Formula for Growth

Over four months, BioRender saw incredible improvements across the board:

• +83% increase in conversions – More scientists signing up to use their tool.
• +51% higher conversion rate – Better targeting meant more effective campaigns.
• -47% lower cost per conversion – Efficiency improvements saved money.
• +208% increase in CTR – Refined ads attracted the right audience.
• -20% lower CPC – Better Quality Scores reduced the cost of clicks.
• +208% increase in click-through rates (CTR) – Enhanced ad relevance and performance, particularly in B2B advertising scenarios, led to better engagement and conversion results.

What BioRender Had to Say

“Working with Upgrow has been awesome. Their strategic approach not only drove a significant increase in qualified leads but also helped us optimize our budget for maximum ROI. Upgrow is responsive, data-driven, and proactive—true partners who care about our success.”
— Jordan Gronkowski, Marketing Operations Manager, BioRender

Why This Matters

At Upgrow, we believe that great marketing doesn’t just drive traffic—it drives results. For BioRender, that meant helping more scientists discover a tool that simplifies their work.  Download the Full Case Study

Could your business be next? If you’re looking to grow conversions, optimize ROI, or scale smarter, let’s chat. Contact Us Today

Future Plans and Recommendations

To further optimize its Google Ads campaigns, BioRender plans to implement several key strategies:

• Conduct thorough keyword research to identify relevant and high-intent keywords.
• Implement a conversion-focused bidding strategy to optimize for conversions rather than CPC.
• Utilize negative keywords to prevent irrelevant ad displays and wasted ad spend.
• Continuously monitor and optimize ad campaigns to ensure optimal performance.
• Leverage ad extensions and retargeting to enhance visibility and drive conversions.

By implementing these strategies, BioRender aims to improve its Google Ads performance, drive more qualified leads, and increase conversions.