BriteBiz - Velocity

Client Overview

BriteBiz is a vertical SaaS platform built specifically for venues and event professionals. The software centralizes inquiries, bookings, proposals, contracts, accounting, and payments into one streamlined system.

Because BriteBiz serves a niche segment of the events industry, precision in demand generation is critical. Not every “event software” searcher is a qualified buyer, and attracting the wrong traffic creates friction for sales.

To improve demo quality and align paid acquisition with their ideal customer profile (ICP), BriteBiz partnered with Velocity to restructure and relaunch their Google Ads strategy.

3x

Increase in monthly demo bookings

<1%

Eliminated spam demo submissions and non-ICP traffic

#1

Highest # of demos per month achieved post-relaunch

“The onboarding and offboarding process, their knowledge, and communication along the way were impressive.”

Ericka O'Campo

Chief Operating Officer

The Challenge: Volume Without Qualification

Before partnering with Velocity, BriteBiz’s Google Ads campaigns were generating demo bookings, but many were misaligned with their target customer profile.

Common issues included:

Users searching for unrelated event tools
Businesses outside their venue-focused niche
Low-intent or exploratory searches
Spam demo submissions

While raw conversion numbers looked healthy in certain months, the sales team was spending significant time filtering out unqualified prospects. For a vertical SaaS product, that misalignment is costly.

The objective was clear:

Build a paid search engine optimized for ICP-fit demo bookings, not just volume.

Strategy: Engineering for ICP Fit, Not Just Conversions

Rebuilt the account around intent tiers

We restructured campaigns to separate high-intent exact match keywords from broader exploratory traffic.

This allowed for budget control by search intent, clear performance visibility by keyword cluster, and better optimization toward qualified demo requests.

Aggressive search term filtering

Using systematic negative keyword expansion, we eliminated irrelevant queries that were previously triggering ads.

This drastically reduced: Non-ICP traffic, mismatched use cases, and spam submissions.

Feedback loop with sales

Performance wasn’t measured purely on demo counts.
Campaign adjustments were informed by: Sales feedback on demo quality, fit against BriteBiz’s target venue persona, and actual sales conversation outcomes.

Competitor & high-intent traffic capture

We implemented competitor-focused campaigns and tightly controlled venue-specific keyword targeting to intercept buyers actively evaluating solutions. This shifted demo composition from “curious” users to solution-aware prospects.

Results: From Noisy Volume to Qualified Pipeline

Within three months of relaunching the account:

Monthly demo bookings increased 3x
BriteBiz achieved its highest number of inbound demos per month
Spam demo submissions were eliminated
Sales reported significantly stronger alignment with their target venue persona

Instead of optimizing for “cost per conversion,” the account was rebuilt to optimize for ICP alignment and sustainable pipeline quality.

Google Ads transitioned from a noisy acquisition experiment into a controlled, high-intent demo channel. With a scalable paid acquisition structure designed for long-term SaaS growth.