At Holini, we align your PPC, landing pages, and analytics into a system built for predictable pipeline growth—with CAC under control. Our approach rests on three principles: → Deep B2B tech specialization—skip the costly trial-and-error phase with proven strategies. → Systematic processes that drive predictable results. → Senior specialists only—full ownership, no handoffs. Trusted by B2B tech companies at every stage: ▶ Growth-phase: Omnisend ($55M ARR), Zone ($8M ARR), Cherry Servers ($7.2M ARR), DeskTime ($4M ARR) ▶ VC-backed: Veriff (Series C), Booksy (Series C), Smartcat (Series C), Scoro (Series B), Klaus (acquired by Zendesk), and more. We take on only a few new partnerships per quarter so our team can deliver the focus your company deserves.
Holini
Gold MemberHolini is a B2B tech growth marketing agency specializing in PPC, landing pages, and analytics. Senior-only team. Proven with companies from Series A to $55M ARR.
About
- HQ
- OFFICES
-
HEADQUARTERS
- ADDRESS: Pärnu mnt 148 Tallinn, Estonia
- PHONE: 37 256565504
- E-MAIL: [email protected]
Service Expertise
Sector Expertise
- SaaS
- IT Services & Consulting
- Data Analytics & Big Data
Holini Reviews
Performance-Focused Paid Media Expertise
Holini stands out for its ability to drive measurable improvements in paid media performance, particularly across Google Ads. With consistent reductions in cost per lead and conversion, alongside positive ROAS outcomes, the agency demonstrates a clear command of performance marketing fundamentals. Their work reflects a strong balance between efficiency and growth.Structured, Data-Led Execution
A defining strength of Holini is its systematic and data-driven approach. Campaigns are managed with high levels of quality control, clear documentation, and structured optimization processes. This disciplined execution not only improves performance but also ensures long-term scalability and consistency across accounts.Cost Efficiency & Lead Generation
Holini consistently delivers strong efficiency gains, particularly in reducing cost per lead and cost per conversion. Clients report a steady increase in trial sign-ups and improved conversion rates, indicating that campaigns are not only cheaper—but also more effective. Their ability to optimize performance while maintaining quality stands out as a key strength.Data-Driven Growth & Measurable Impact
Beyond surface-level metrics, Holini improves the underlying quality of data and decision-making processes. Clients gain clearer insights, enabling smarter strategic moves and more predictable outcomes. Positive ROAS and continuous performance improvements reinforce their capability to drive tangible business results.Structured Campaign Management
Holini approaches campaign management with a highly systematic and quality-controlled methodology. Their structured processes ensure consistency, accuracy, and scalability across Google Ads and performance marketing efforts. This disciplined execution is frequently cited as a defining characteristic of their work.Proactive Optimization & Innovation
Rather than simply maintaining campaigns, Holini actively seeks opportunities for improvement. They bring forward new ideas, test strategies, and continuously refine performance to keep clients competitive. Their proactive mindset ensures that campaigns evolve alongside market dynamics.Clear, Timely & Transparent Communication
Clients consistently highlight Holini’s clear and proactive communication style. The team keeps stakeholders informed ahead of time, provides structured updates, and ensures there are no surprises throughout the engagement. This transparency builds confidence and keeps projects running smoothly.Seamless Integration & Approachability
Holini integrates effortlessly into client workflows, often feeling like an extension of the internal team. Their approachable attitude and willingness to collaborate make them easy to work with across different teams and setups. This alignment fosters a productive and low-friction working relationship.Consistent Delivery & Accountability
Holini has a strong track record of delivering on time and meeting expectations across projects. Their accountability and attention to detail ensure that tasks are executed reliably, even in complex or evolving scenarios. Clients trust them to follow through without the need for constant oversight.Knowledgeable, Solution-Oriented Team
The team combines deep expertise with a practical, solution-focused mindset. They don’t just identify problems—they actively work toward resolving them with clear, structured guidance. Their professionalism, paired with a helpful and responsive attitude, leaves a lasting positive impression.
Case Studies
Time Point Increases Qualified Leads by 42% While Cutting Google Ads Budget by Over 50%
Time Point Increases Qualified Leads by 42% While Cutting Google Ads Budget by Over 50%
Time Point is a leading Irish software company providing cloud-based Workforce Management and HR solutions. Before partnering with Holini, their Google Ads were underperforming despite significant spend — no meaningful increase in qualified leads over five months. They faced unreliable tracking, high competition from larger-budget players, and needed to reduce spend for the summer season while still hitting lead targets.
We rebuilt the data foundation by correcting conversion tracking (switching from GA4 to Google Tag actions), establishing primary/secondary conversion hierarchies, and introducing micro-conversions for richer signals. We paused expensive low-performing broad/phrase match keywords, concentrated on high-intent exact match with manual keyword-level bids, and excluded competitor and brand terms that were polluting data. We rewrote ad copy based on audience research with persona-specific messaging, ad customizers, and optimized extensions. Once the foundation stabilized, we transitioned non-brand campaigns to portfolio tCPA smart bidding and launched DSA ad groups plus campaigns for additional software modules.
Results (Jun–Sep 2025 vs. previous period): • Cost: -56% • Conversion rate: 218.5% • CPA: -82.6% • Form submissions: 150% • CTR: 20.4% • Avg. CPC: -44.5%
Client: Time Point
Industry: IT & Technology
Sector Expertise: SaaS
Technologies: Google Ads, Google Tag, tCPA Bidding, Micro Conversions, DSA, Ad Customizers, Manual CPC
Completed: Sep 2025
Zebra BI decreases cost per trial by 70% in 5 months with a strategic Google Ads approach
Zebra BI decreases cost per trial by 70% in 5 months with a strategic Google Ads approach
Zebra BI specializes in advanced data visualization for Microsoft Power BI and Excel, with IBCS-certified visuals for standardized financial and business reporting. They needed to overhaul their Google Ads to generate more high-quality product trials at a lower cost.
We re-centered the entire strategy around trial generation as the primary goal. A comprehensive audit eliminated all wasteful spend, and we consolidated a complex account structure into a few highly efficient campaigns optimized for Smart Bidding. We deployed portfolio strategies with conversion-focused bidding, gradually refined based on performance. All ad assets were refreshed — RSAs, callouts, sitelinks — with strategic headline pinning to ensure key messages stayed visible. In-depth keyword research focused investment on users with the highest conversion potential, and we boldly excluded all non-commercial, non-ICP audiences. We also collaborated with internal teams to optimize landing pages.
Results (Apr–Aug 2025): • Trial volume (Aug vs. Apr): 814% • Cost per trial (Aug vs. Apr): -70% • Cost per trial (Jul–Aug vs. Apr–May): -56%
Client: Zebra BI
Industry: IT & Technology
Sector Expertise: SaaS
Technologies: Google Ads, Smart Bidding, Portfolio Strategies, RSA Pinning, Audience Exclusions, Landing Page Optimization
Completed: Aug 2025
Livespace Increases Monthly MQL Volume from Paid Search by 37% While Improving Lead Quality
Livespace Increases Monthly MQL Volume from Paid Search by 37% While Improving Lead Quality
Livespace is a leading Polish CRM designed for B2B sales teams. They needed to scale their Google Ads performance — increasing Marketing Qualified Leads (MQLs) while reducing acquisition costs and improving lead quality.
We optimized conversion tracking and bidding by switching to portfolio bidding strategies with Target CPA and max CPC limits. We excluded low-quality Search Partner traffic based on insights from the client’s internal database. On the keyword level, we transitioned to broad match, consolidated duplicated keywords across match types, and paused underperforming terms. We also refreshed ad copy with updated keyword-related headlines, paused underperforming auto-generated assets, and unified UTM tracking for cleaner reporting.
Results (6-month period): • MQL volume: 37% • MQL CPA: -18% • Sales Accepted Leads (SAL): 25% • MQL-to-SAL conversion rate: 47%
Client: Livespace
Industry: IT & Technology
Sector Expertise: SaaS
Location: Warsaw, Europe
Technologies: Google Ads, Google Analytics, UTM Tracking, Portfolio Bidding, Target CPA
Completed: Apr 2025
Booksy Scales Merchant Registrations by 134% While Reducing Cost per Acquisition
Booksy Scales Merchant Registrations by 134% While Reducing Cost per Acquisition
Booksy is a leading appointment management platform for service-based businesses like salons and barbershops. They needed to scale merchant registrations through Google Ads in the competitive US market without inflating cost per acquisition.
We consolidated non-brand Search campaigns under a single Target CPA portfolio bid strategy with a shared budget, allowing top performers to scale automatically. We transitioned to broad match with strategic negative keywords to capture high-intent long-tail queries while filtering out B2C traffic. We built competitor-focused landing pages highlighting Booksy’s advantages and used aggressive RSA headline pinning to ensure B2B value propositions appeared prominently. Image and callout extensions were matched to Booksy’s ideal customer profiles (salons, barbershops), and we continuously pruned underperforming keywords, ad copy, and extensions to reallocate budget toward proven winners.
Results (Dec 2024–Feb 2025 vs. prior period): • Conversions: 134% • CPA: -7% • Clicks: 125% • Impressions: 236%
YoY results showed 329% conversions at only 11% CPA increase.
Client: Booksy
Industry: IT & Technology
Sector Expertise: SaaS
Technologies: Google Ads, Target CPA Bidding, Broad Match, RSA Pinning, Shared Budgets, Negative Keywords
Completed: Feb 2025
DeskTime Reports 106% Increase in Paying Customers and 195% Growth in Estimated Lifetime Value
DeskTime Reports 106% Increase in Paying Customers and 195% Growth in Estimated Lifetime Value
DeskTime is an automatic time-tracking software used by over 300,000 users worldwide, founded in Latvia in 2011 as part of Draugiem Group. They needed to grow their paying customer base and improve ROAS in a highly competitive post-pandemic landscape.
We built a comprehensive reporting system combining DeskTime’s internal database with Google Ads data, giving us visibility into lead quality and lifetime value metrics. Using historical data, we identified the best-performing markets and keywords, then deployed Target CPA bidding optimized for higher-LTV customer events. We discovered top-performing creative assets driving the most paying customer volume and customized bid targets by keyword group priority.
Results (Oct 2022 → Oct 2024): • Qualified leads: 86% • Paying customers: 106% • Estimated lifetime value: 195% • Customer acquisition cost: -43%
Client: DeskTime
Industry: IT & Technology
Sector Expertise: SaaS
Technologies: Google Ads, Google Analytics, Target CPA Bidding, Custom Reporting, LTV Analysis
Completed: Dec 2024
Qminder Builds a Trustworthy Data Foundation with GA4 Cleanup, Server-Side Tagging, and Offline Conversion Tracking
Qminder Builds a Trustworthy Data Foundation with GA4 Cleanup, Server-Side Tagging, and Offline Conversion Tracking
Qminder is a cloud-based queue management system that streamlines check-in processes and reduces wait times with self-service kiosks, appointment scheduling, and service analytics. They wanted to scale digital marketing but lacked confidence in their analytics — GA4 data was unreliable due to spam traffic, PII issues, and broken conversions. GTM was cluttered, GDPR compliance was unclear, and offline conversions weren’t being tracked.
We started with a full GA4 and GTM audit to map all technical and consent issues, then created a precise measurement plan. We cleaned up GTM by removing redundant tags and standardizing tracking across subdomains. We implemented conversion tracking for demo requests, trial sign-ups, and contact form submissions. For data privacy, we provided consulting on legal requirements, implemented a cookie consent solution compliant with GDPR and Consent Mode V2, and added PII redaction in GA4. We deployed server-side GTM to improve data accuracy and reduce ad blocker impact. Finally, we set up offline conversion tracking by importing CRM lead stages (MQL, SQL, won deals) into Google Ads for smarter bid optimization.
Results: • Trustworthy data architecture for internal marketing reporting • GDPR-compliant cookie consent with Consent Mode V2 • Offline conversion tracking enabled, reducing CPA and improving lead quality
Client: Qminder
Industry: IT & Technology
Sector Expertise: SaaS
Technologies: GA4, Google Tag Manager, Server-Side GTM, Consent Mode V2, Offline Conversion Tracking, Google Ads
Completed: Dec 2024
Server-Side Tagging Helps Sonarworks Track 20% More Transactions in GA4
Server-Side Tagging Helps Sonarworks Track 20% More Transactions in GA4
Sonarworks is a leading audio technology company offering sound calibration software for studio-quality audio across all devices. Their digital marketing on Google Ads and Meta Ads was underperforming due to client-side tracking limitations — ad blockers, ITP, and browser privacy features caused inaccurate conversion data. They also lacked backend integration between Stripe, GA4, Google Ads, and Meta, and heavy client-side tags were slowing down their Shopify site.
We performed a full GA4 audit to resolve fundamental tracking issues, then guided their developers on hosting Server-Side GTM on AWS. We migrated GTM and GA4 data layers on Shopify to custom pixels and implemented server-side tagging through Server-Side GTM. We configured Stripe checkout webhooks for server-side tracking, enabling accurate transaction capture that bypasses ad blockers and browser restrictions. We also ensured GDPR compliance across multi-region data flows.
Results (1-month client-side vs. server-side comparison): • Transactions tracked: 19.66% • Trial activation conversions: 7.33% • Total users tracked: 14.09%
Client: Sonarworks
Industry: IT & Technology
Sector Expertise: E-commerce Platforms
Technologies: GA4, Server-Side GTM, AWS, Shopify Custom Pixels, Stripe Webhooks, Google Ads, Meta Ads
Completed: Jun 2024
Cherry Servers Achieves 171% Revenue Growth from New Clients While Cutting Cost per Sign-Up by 41%
Cherry Servers Achieves 171% Revenue Growth from New Clients While Cutting Cost per Sign-Up by 41%
Cherry Servers is a leading provider of high-performance bare metal servers and cloud infrastructure solutions. They needed to scale qualified leads, reduce acquisition costs, and drive revenue from new clients through Google Ads.
We corrected offline conversion tracking to capture sign-ups, revenue, and supportive conversions, then applied Consent Mode V2 for enhanced tracking. We added highly relevant keywords across all campaigns, refined ad messaging for stronger alignment between keywords and landing pages, and ensured all available assets were utilized effectively. We restructured campaigns and ad groups for improved relevance, transitioned from manual CPC to Target CPA bidding once conversion data was sufficient, and optimized budget allocation toward top-performing campaigns.
Results (Mar–May 2024 vs. previous period): • Sign-ups: 30.89% • Cost per sign-up (CPA): -40.56% • Revenue from new clients: 171.34%
Client: Cherry Servers
Industry: IT & Technology
Sector Expertise: Cloud Computing
Technologies: Google Ads, Consent Mode V2, Offline Conversion Tracking, Target CPA Bidding, Google Analytics
Completed: May 2024
Zone Increases Monthly Paying Customers by 205% and Cuts Acquisition Cost by 46% in 15 Months
Zone Increases Monthly Paying Customers by 205% and Cuts Acquisition Cost by 46% in 15 Months
Zone is an independent domain registrar and web hosting provider with over 25 years of experience, serving tens of thousands of customers across Europe. They needed to scale their paying customer base through Google Ads while reducing acquisition costs.
We reorganized the account by cleaning up keyword structure, removing low-volume and irrelevant terms, and ensuring full coverage of relevant generic searches. Ad copy was rewritten to align with Zone’s key USPs, improving Ad Relevance and Quality Scores. We implemented micro conversions to map the full user journey and uncover new keyword opportunities. We then deployed Smart Bidding with portfolio strategies optimized for conversions, gradually refining the structure based on performance data. After months of testing, we identified top-performing assets and keywords, streamlined the structure, and made a strategic pivot to broad match — which expanded reach, lowered CPCs, and significantly increased traffic and conversions. We also helped Zone build a marketing data warehouse using BigQuery with a custom dashboard to identify funnel drop-off points.
Results (Aug 2022 → Oct 2023): • Monthly paying customers: 205% • Customer acquisition CPA: -46% • Clicks: 166% • Average CPC: -23% • Conversion rate: 41%
Client: Zone
Industry: IT & Technology
Sector Expertise: Cloud Computing
Technologies: Google Ads, Smart Bidding, BigQuery, Micro Conversions, Broad Match, Google Analytics
Completed: Oct 2023
Veriff Triples Opportunity Pipeline Value and Lifts Pipeline ROAS by 377% in Three Months
Veriff Triples Opportunity Pipeline Value and Lifts Pipeline ROAS by 377% in Three Months
Veriff is a global leader in AI-native identity verification and authentication, helping businesses build trust online. They needed to scale their Google Ads pipeline value across priority export markets while improving return on ad spend.
We analyzed product-level profitability per market using BI tools and Google Market Explorer, then restructured the account into high- and lower-priority campaigns by market and solution for cleaner value-based bidding signals. We pushed CRM data — opportunity stage, deal size, and customer status — to Google Ads via the API, enabling offline conversion tracking with bids set on Opportunity Pipeline Value. We ran broad-match search with brand controls and a dedicated competitor program, layering Customer Match audiences to sharpen targeting. We also launched Discovery and Video campaigns using custom and combined segments to reach decision-makers still in the research phase.
Results (Feb–Apr 2023 vs. Nov 2022–Jan 2023): • Opportunity pipeline value: 3x • Pipeline ROAS: 377% • US pipeline value: 100% • Revenue from digital channels: 38% YoY (Q1 2023 vs Q1 2022
Client: Veriff
Industry: IT & Technology
Sector Expertise: Cybersecurity
Technologies: Google Ads, Value-Based Bidding, Offline Conversion Tracking, CRM API, Customer Match, Discovery Ads
Completed: Apr 2023
EstateGuru Increases Qualified Leads by 116% and Platform Investment Value by 104% via Google Ads
EstateGuru Increases Qualified Leads by 116% and Platform Investment Value by 104% via Google Ads
EstateGuru is Europe’s pioneering real estate investment platform, connecting SMEs, service providers, and investors on a borderless digital marketplace. With a team of ~50 across Tallinn, Riga, Vilnius, and Yerevan, they needed to scale Google Ads performance for both investor and borrower segments while staying within CPA targets.
We ensured top campaigns had near-zero Search Lost IS (budget), securing approval for increased monthly spend. We ran localized campaigns per market alongside catch-all English-keyword campaigns to capture cross-border searchers. We introduced shared budgets and portfolio bid strategies, then restructured the account using the Hagakure method — simplifying ad groups to hit 3,000 weekly impressions with tCPA automated bidding. This opened the door to broad match keywords that captured previously untargeted traffic. We used keyword insertion for ad relevance and tested messaging angles, finding “passive income” most effective for retail investors. We also built competitor landing pages and campaigns, which delivered lower CPAs than generic keywords.
Results (Jan–Oct 2021 vs. same period 2020): • Qualified leads: 115.86% • Platform investments: 97.06% • CPA: -8.71% • Number of investments: 68.77% • Investment value: 104.02%
Client: EstateGuru
Industry: Finance
Sector Expertise: FinTech
Technologies: Google Ads, tCPA Bidding, Hagakure Method, Keyword Insertion, Portfolio Strategies, Broad Match
Completed: Oct 2021
Passware Boosts Google Ads Net Revenue by 25% and Conversions by 71% Through Smart Bidding Optimization
Passware Boosts Google Ads Net Revenue by 25% and Conversions by 71% Through Smart Bidding Optimization
Passware is a world leader in encrypted electronic evidence discovery and decryption, used by top law enforcement agencies, Fortune 500 corporations including NASA and the U.S. Department of Justice, as well as private citizens. They needed to scale Google Ads spend while maintaining their target return on investment.
We deployed a tROAS portfolio bidding strategy across all generic campaigns with a shared budget, consolidating data for smarter machine learning. We simplified the account structure by merging ad groups to reach a minimum of 3,000 weekly impressions per ad group. We maximized RSA assets, used keyword insertion pinned to the first headline for higher CTR, and reviewed all keywords for headline insertion quality. We maintained Search Lost IS (budget) at 0% as long as ROI targets were met.
Results (Oct 2021 vs. Oct 2020): • Conversions: 70.34% • Net revenue (conversion value minus investment): 24.75% • Conversion value: 38.15% • ROI grew from 100% to 180–200%
Client: Passware
Industry: IT & Technology
Technologies: Google Ads, Microsoft Ads, tROAS Bidding, RSA Keyword Insertion, Google Analytics
Completed: Oct 2021