Significant growth from Google Ads for VoIP market leader

Soho66 is the top-rated VoIP phone system on Trustpilot, serving 60,000 businesses with crystal-clear calls, unbeatable value, and friendly UK-based support. Their mission is to keep VoIP simple and affordable, allowing businesses to focus on what matters most.

Partnering for digital marketing excellence

Soho66 joined forces with Xander Marketing to elevate their digital marketing performance. The primary goal was to boost sign-ups, revenue, and new customer acquisition while maintaining cost efficiency. While Google Ads management was at the core of our strategy, we implemented a comprehensive digital marketing approach to support and amplify our efforts.

Xander Marketing responsibilities

Xander Marketing implemented a comprehensive digital marketing strategy over a two-year period (January 2022 to February 2024). Our approach included:

Google Ads management (primary focus)

The Google Ads campaign rebuild addressed inefficiencies in targeting and budget allocation, ensuring ads reached high-intent users. The Performance Max campaign was selected for its ability to streamline asset management and optimise across multiple channels.

• Complete campaign rebuild at the start
• Ongoing management and optimisation
• Creation of new banners and assets
• Launch of a successful Performance Max campaign

Complementary marketing support

To support Google Ads, we engaged in complementary marketing activity.

• Email outreach campaigns
• Content marketing (thought leadership blogs)
• Organic social updates
• LinkedIn advertising

Significant new business increases over two years

Driving growth across key metrics:

• 23.4% increase in monthly sign-ups
• 231% growth in monthly revenue from new transactions
• 93.2% increase in monthly customers

Increase in sign-ups and revenue is just one of the benefits:

• Sustained business growth: significant increases across all key metrics, demonstrating the campaign’s effectiveness in driving user engagement and business growth
• Improved ad relevance: the dramatic rise in CTR indicates enhanced ad targeting and audience engagement
• Scalable efficiency: despite nearly doubling new customer acquisition, CPA remained relatively stable, showcasing effective cost management
• Long-term impact: with customers typically staying for 2-3 years, the increase in monthly revenue from new transactions represents substantial long-term value for Soho66