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Zapier > Case Studies > Fluent's Strategic Use of Zapier and Google Ads for Optimized Customer Acquisition
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Fluent's Strategic Use of Zapier and Google Ads for Optimized Customer Acquisition

Applicable Functions
  • Procurement
  • Sales & Marketing
Use Cases
  • Time Sensitive Networking
The Challenge

Fluent, a company that helps brands acquire new customers with high lifetime value, faced a significant challenge in targeting and identifying interested customers and matching them with the right brands. The company works with subscription brands, streaming services, and game developers, surfacing content and promotional offers to potential customers based on their preferences and interests. However, tracking the success of these campaigns was not straightforward. Fluent could not solely rely on tracking online metrics like lead submissions as it did not provide a comprehensive picture of sales that ended offline. The company needed to track offline conversions, which involved exporting conversion information, reformatting it, and then uploading it to Google Ads, a process that was time-consuming and did not fit into their existing workflows.

About The Customer

Fluent is a New York City-based company that specializes in helping brands acquire new customers with high lifetime value. Founded in 2010, the company has grown to have team members across North America and Europe, serving more than 500 clients, including Fortune 500 brands. Fluent works with a diverse range of clients, including subscription brands, streaming services, and game developers. The company's primary goal is to connect potential customers to the right brands based on their preferences and interests, thereby facilitating customer acquisition for their clients.

The Solution

Fluent found a solution in Zapier, an automation tool that Sean Cullen, the executive vice president of product for Fluent, had been using for years. By integrating Google Ads with Zapier, Fluent was able to automate the process of sending internal business impact data to Google Ads using Webhooks by Zapier and a delay step. When new offline events were recorded in their systems, the webhooks caught them and delivered them straight into their Google Ads account. This allowed Fluent to see which ads were working best, such as those driving qualified leads and decreasing cost per converted leads, and use that information to optimize campaigns. The automation provided by Zapier not only streamlined Fluent's workflow but also freed up time for Sean to focus on other responsibilities, such as optimizing the company's media buying through new targeting and creative strategies.

Operational Impact

  • The integration of Zapier and Google Ads has significantly improved Fluent's operational efficiency. The automation has streamlined the process of tracking offline conversions, a task that was previously time-consuming and did not fit into Fluent's existing workflows. The automation has also provided Fluent with deeper performance data, enabling the company to optimize its campaigns based on which ads are driving qualified leads and decreasing cost per converted leads. Furthermore, the time saved through automation has allowed Sean to focus on other responsibilities, such as optimizing the company's media buying through new targeting and creative strategies. Overall, the integration of Zapier and Google Ads has enhanced Fluent's ability to match the right brand with the right audience.

Quantitative Benefit

  • Fluent serves more than 500 clients, including Fortune 500 brands.

  • The integration of Zapier and Google Ads has saved Fluent hours of manual data processing.

  • The automation has allowed Fluent to optimize campaigns based on offline conversion data.

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