How Go1 Scaled Paid Media to Drive 311% More Pipeline, and Fast

The Challenge

After securing a $100M investment, Go1, the world’s largest corporate learning platform, needed to scale fast. Not just in traffic, but in sales-qualified leads that would translate into enterprise sales. Their existing campaigns lacked the measurement frameworks and structured approach needed to scale effectively.

With aggressive growth goals and expanding international markets, they needed a partner who could execute at speed, refine audience targeting, and identify new acquisition channels to maximise ROI.

Digital Strategy

• Shift to Business-Level Metrics – Moved beyond platform ROAS to focus on cost per demo booked (CPA), LTV, and enterprise pipeline growth.
• Full-Funnel Media Mix – Balanced Google Search, Microsoft Ads, Meta, YouTube, and Performance Max to capture intent and generate demand.
• Audience Segmentation – Built TOF, MOF, and BOF audiences across Google Ads channels to drive higher lead quality and scale.
• Enterprise Sales Alignment – Worked closely with Go1’s sales team to refine lead qualification and improve tracking for SQLs.
• Seasonal Budget Allocation – Adjusted spend based on peak enterprise learning trends, ensuring maximum impact.

Platform Tactics

• High-Intent Keyword Expansion – Used Dynamic Search Ads (DSAs) and competitor targeting to capture more high-converting searches.
• YouTube Middle-of-Funnel – YouTube’s MOF audience targeting consistently drove demo bookings at competitive CPAs.
• Call Tracking & Landing Page Testing – Implemented call tracking to capture more conversion signals and tested multiple landing page experiences to optimise conversion rates.
• Retargeting Expansion – Expanded audience segmentation and retargeting strategies, refining mid-funnel targeting for improved lead quality

Creative Strategy

• Trust & Authority Messaging – Leaned into Go1’s global presence, credibility, and “World’s Largest Learning Library” to boost conversions.
• A/B Testing Video vs. Static – Tested different ad formats, refining messaging to improve engagement and CTR.
• Localised Ad Variants – Created market-specific messaging for APAC, US, and UK audiences to improve conversion rates.
• Continuous Creative Refresh – Implemented a quarterly creative refresh cycle to combat ad fatigue and keep engagement high.