Unitrends increases lead count by 154% with Google Ads landing pages

Unitrends increases conversion rate and lead count by optimizing their ad spend with Instapage.

22.5% increase

22.5% increase

in conversion rate

27% average

27% average

conversion rate

154% increase

154% increase

in lead count since August 2016

Name: Unitrends
Employees: 214
Location: Burlington, MA

Unitrends has been at the forefront of data backup and disaster recovery technology since the mid-1980s. The company provides all-in-one backup and continuity solutions for enterprise businesses to increase uptime, productivity, and confidence for IT professionals. Unitrends produces both physical and virtual appliances that are sold through leading technology partners, service providers, and resellers worldwide.


Increase lead count and conversion rate

Business situation

Unitrends spends a significant amount per month on Google Ads (formerly AdWords) campaigns. To justify this expenditure, the Unitrends marketing stack needed to be powerful enough to ensure high ROI for their PPC campaigns. The ongoing struggle to design and custom code post-click landing pages that converted was causing Unitrends to fall short of their ROI goals. With several highly targeted lead generation campaigns in the pipeline, Unitrends identified the missing a piece in their marketing stack: they needed a better post-click platform.

A team of power-users means money saved

The Unitrends marketing team quickly became Instapage power-users, with anywhere between 5-10 team members developing post-click landing pages across multiple marketing channels. The ROI that Unitrends realized with Instapage transcended increased conversions. By not having to hire additional team members or a marketing agency to custom build their post-click landing pages, Unitrends has saved nearly $150,000 in the last 12 months.

A/B testing functionality to analyze and duplicate

After becoming an Instapage customer, Unitrends began regularly A/B testing their post-click landing pages to determine firsthand what combination of elements converted the best. Once their post-click landing pages were created, analyzed, and fully optimized, Unitrends easily duplicated them for localized campaigns. They now have 500+ custom-built page experiences used in their PPC campaigns.


With 500+ optimized post-click landing pages published using Instapage, Unitrends reached their measurement goals by increasing both their conversion rate and lead count:


Unitrends used Instapage to revitalize their PPC campaigns with Instapage and increased both their conversion rate and lead count. Not only has the marketing team earned more ROI out of their Ads expenditure on Google; they have also kept cost down by not having to increase their team headcount.

Instapage has become a pillar of our demand generation activities. We use it for all of our targeted marketing campaigns, including PPC campaigns, email marketing, and webinars.

Scott Mickey - Digital Marketing Manager

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