Prepared for OnePlan
October 14, 2026 · KlientBoost
Growth Plan ● Paid Search + CRO ● Q4 2026

Search that fills the SQL pipeline. Not just the trial list.

Google is learning from free-trial sign-ups. First we build the tracking that shows what turns into SQLs. Then we rebuild paid search around the buyers you want. Built on your own account.

100%
Of the conversions Google counted were free-trial sign-ups.
323
Campaigns in the account. One brand keyword sits in 12 of them.
65 → 100
SQLs a month today, and your goal going into 2027.

Where You Stand

A real budget, a sharp ICP, and a goal Google can't see yet.

Your Google account, January 1 to September 24.

$88.6K
Google Ads spend, about $10K a month
100%
Of counted conversions were free-trial sign-ups
~1,000 → 65
Leads to SQLs a month, all channels
100
SQLs a month, your goal going into 2027

Spend and conversions from your Google Ads account, January 1 to September 24, 2026. Leads, SQLs and the goal are your numbers from our September 23 call.

The same plan gets the same result.

"If I continue to do what I'm doing, I'm gonna get the exact same results that I did in '26, and that is not gonna get me where I need to be."William Wagner, VP of Marketing, September 23

Strong pieces to build on. Here's what's already right.

A sharp ICP: 500+ employees, $500M+ revenueComparison pages for Smartsheet, Planview and ExcelContact, webinar and form actions already trackedClean data: your exports match the live accountA sales team ready to take expert calls
NextWhat We FoundWhat's holding Google and LinkedIn back.

What We Found

What's holding Google and LinkedIn back, and where the growth is.

1Google is learning from trial sign-ups. Your goal is SQLs.

The Foundation Plan
Trial sign-ups, used for bidding
408
Contact forms, not used
27
Webinar sign-ups, not used
14
Expert calls booked
Not tracked
"As a marketer, I'm less concerned about the lead number. I'm more concerned about the SQL number."William Wagner, September 23

January 1 to September 24, 2026. Contact and webinar actions are tracked, but Google doesn't bid toward them. No CRM outcome (trial converted, SQL) flows back yet.

2Brand is split into hundreds of campaigns. Google can't learn from any of them.

The 4 Conversion Intent Buckets
227
Brand campaigns
38
Different brand keywords between them

[oneplan], [one plan] and [oneplan.ai] each sit in 12 separate campaigns. Google's own guidance: "Segmented traffic forces Smart Bidding to optimize for multiple targets separately, potentially reducing efficiency."

3Built to defend and conquer. Missing the buyers searching for what you sell.

Your brand name
32%
Competitors
23%
Alternative tools (Excel, Microsoft Project)
26%
Non-brand, Spanish and German only
19%
High-intent searches for your products, US and Canada
~0%

Share of Google spend by keyword, January 1 to September 24, 2026. No campaigns were built for problem-aware or solution-aware buyers searching for the products OnePlan sells, the people most ready to start a trial or talk to sales. A new non-brand campaign started September 23. This is the biggest pool of new SQLs.

4The pages ask for two things. Google only counts one.

PPC Temperature CTA Matching
6
"Talk to a Portfolio Expert" buttons on the Smartsheet page
2
Trial buttons, the only action Google counts

On the homepage, "Request an Executive Demo" opens the free trial. No page tells you which ask turns into pipeline.

5Budget to reinvest: spend that reaches people you don't sell to.

$10.9K
Spent in Mexico, outside your first two markets
Reinvest
Into non-brand search in the US, Canada and Western Europe

January 1 to September 24, 2026. The top search term in that campaign was "trello gratis" (free Trello).

6LinkedIn collects leads. It isn't built to move buyers toward a deal.

The Whale Tax
78%
Of reportable clicks went to 100 of 8,061 companies, mostly global giants
$5 to $44
Cost per lead across 10 near-identical campaigns, on the same budgets
$7.5K, 0
Life Sciences trial campaigns: spend and conversions. Manufacturing: 8 on $1.8K
Who's reached100 of 8,061 companies took 78% of reportable clicks: Tata Consultancy, Amazon, Microsoft, Cognizant and other global giants.
Account-based targetingNo company-list targeting. Audiences are built from job titles and industries.
RetargetingNothing re-engages site visitors or people who engaged with an ad. Every campaign targets a cold audience.
Funnel stagesNo awareness, consideration and conversion stages. Cold audiences go straight to a lead form or the trial.
Ad formatsSingle-image sponsored posts almost everywhere. No thought leader, document, video, text or spotlight ads.
Creative varietyEach of the 10 "PMO of Tomorrow" campaigns runs one ad, all promoting the same content.
BiddingEvery active campaign uses automated maximum-delivery bidding.
Conversion trackingThe main campaigns optimize toward an inactive conversion. 8 website conversions recorded this year.
Budget follows resultsFlat daily budgets of $17 to $35, whatever each campaign returns.

LinkedIn, January 1 to September 24, 2026: $43.4K spend, about 2,900 lead form leads. Company figures cover the impressions LinkedIn reports by company. Lead form leads are cheap, but without account targeting, retargeting or a funnel they rarely become SQLs, and today the account can't see which ones do. Not in the starting plan; shown so you have the full picture. See Growth Opportunities.

NextThe PlanTrack first, then brand and non-brand side by side.

The Plan

Track first. Build brand and non-brand side by side. Competitors come later.

The plan, in order of where the growth is.

1Tracking firstMap your sales process, then track free trials, MQLs and SQLs. Every later decision reads from it.
2Brand + non-brand, side by sideBrand consolidated while non-brand is built. Most of the effort and budget goes to non-brand.
3Dedicated pages, always testingConversion-focused page(s) for every click to land on, A/B tested every 2 to 4 weeks.
4Competitors, laterRebuilt after non-brand is strong. Conquest clicks cost more; non-brand has more room to grow.

Where most of the effort goes. Buyers searching for what you sell.

The main event

Non-brand: problem-aware and solution-aware search

  • Built for people searching for the products OnePlan sells and the problems they solve, who don't know OnePlan yet.
  • Structured to capture the highest-intent, most-likely-to-convert searches across your solutions, so every dollar goes where it converts best.
  • SKAGs vs STAGsSingle-keyword and single-themed ad groups sort a wide universe of searches and surface the top performers.
  • All-Star CampaignsThose top performers graduate into their own campaign, with budget set aside for them.
  • Negative keywords and audience bid adjustments keep free-tool and off-ICP searches out.
At the same time

Brand: one learning engine, not hundreds

  • The 4 Conversion Intent BucketsBrand gets its own campaign, or a small set, with its own goal and budget.
  • Hundreds of single-keyword campaigns, each with its own budget and bid strategy, consolidated into themed ad groups inside one campaign.
  • More conversion signal for bidding, and no more campaigns competing with each other for the same searches.

Every click lands on a page built to convert. Then we keep testing.

Recommended

CRO: dedicated page(s), always testing

  • Dedicated page(s) built around one primary conversion action, such as starting a free trial or booking a demo, for the products and solutions we bid on.
  • A/B tests every 2 to 4 weeks, depending on volume, with winners read at statistical confidence. The ask itself can be tested too: trial against demo.
  • PPC Temperature CTA MatchingThe ask on the page matches the search.
  • Up to two new pages a quarter in this plan.
Included

Microsoft Ads

  • Launched from what works on Google, so it starts from proven keywords and pages.
  • Reaches buyers inside the Microsoft ecosystem.

Then competitors, the same way.

Dozens
Single-keyword competitor campaigns, each with its own bid strategy
One
Cohesive competitor structure, consolidated like brand

Starts once performance stabilizes and core non-brand campaigns reach 75% to 80% impression share or higher. Competitor clicks get expensive, especially against bigger brands, so non-brand earns the budget first.

Proven on your data, not on our word.

How we prove it

  • Tracking live first, then a baseline month on trials, MQLs and SQLs.
  • Changes roll out in stages, so every result stays readable.
  • Spend steps up only after a campaign holds its mark two weeks running.

What we confirm with you first

  • Your sales process: how a trial becomes an MQL, then an SQL.
  • The primary conversion action to build around: free trial, demo, or both.
  • Which solutions and markets matter most to you.
  • Who keeps edit access in Google Ads during the rebuild.

Sample buildout: what good could look like for non-brand.

43,400
US searches a month across your product areas
36,000
Of them ready to buy: "software", "tools", "best"
$277
Spent on these searches January to September, with 0 conversions
Project Portfolio Management14,300 searches a month
Resource & Capacity Planning13,050 searches a month
PMO & Enterprise Project Mgmt5,500 searches a month
Intake, Prioritization & Strategy4,030 searches a month
Strategic & IT Portfolio Mgmt3,970 searches a month
Project Financial Management2,550 searches a month
Ready to buy"software", "tools", "best", "enterprise"Start here
Project Portfolio Management
12,300searches a month
  • project portfolio management software 2,700
  • ppm software 1,700
  • project and portfolio management software 1,000
Resource & Capacity Planning
12,650searches a month
  • resource management software 4,600
  • resource management tools 1,000
  • capacity planning software 900
PMO & Enterprise Project Mgmt
4,600searches a month
  • enterprise project management software 1,900
  • pmo software 1,000
  • enterprise pmo software 500
Intake, Prioritization & Strategy
1,930searches a month
  • strategic planning software 700
  • idea management software 600
  • project intake software 200
Strategic & IT Portfolio Mgmt
2,170searches a month
  • it portfolio management software 1,000
  • strategic portfolio management software 600
  • scenario planning software 350
Project Financial Management
2,350searches a month
  • project cost management software 1,300
  • project budgeting software 500
  • it financial management software 400
Problem-aware"How to" and prioritizationLater
Project Portfolio Management
Built as data comes in
Resource & Capacity Planning
Built as data comes in
PMO & Enterprise Project Mgmt
Built as data comes in
Intake, Prioritization & Strategy
2,100searches a month
  • how to manage multiple projects 900
  • how to prioritize projects 500
  • project prioritization 250
Strategic & IT Portfolio Mgmt
Built as data comes in
Project Financial Management
Built as data comes in

For illustration only. US average monthly searches, Ahrefs, October 2026. Further keyword research and the budget available will decide where we start and how much we cover. Free-tool, template, HR and competitor searches are kept out with negative keywords.

Campaigns by product areaBuilt tier by tier, ready-to-buy searches first.
→
SKAGs vs STAGsSingle-keyword and single-themed ad groups surface the top performers.
→
All-Star CampaignsWinners get their own campaign and protected budget.
NextThe MathYour numbers, and the marks we hold ourselves to.

The Math

Your numbers, and the marks we hold ourselves to.

Outcomes, not activity. Goals built around business impact, benchmarked every quarter.

Target: +15 to 20% a quarter

Quarter 165Tracking rebuilt so every campaign gets more conversion signal. SQL baseline set.
Quarter 275 to 78+15 to 20% SQLs a month
Quarter 386 to 94+15 to 20% SQLs a month
Quarter 4~100++15 to 20%, reaching your goal of 100 SQLs a month

Stretch: +20 to 25% a quarter

Quarter 165Same foundation: tracking and baseline
Quarter 278 to 81+20 to 25% SQLs a month
Quarter 394 to 102Goal of 100 within reach a quarter early
Quarter 4112 to 127+20 to 25%, past the goal

Our goal is to hit yours as fast as the ad platforms allow. What sets the pace:

The platforms' learning phaseOptimization cyclesLanding page build and test iterationsThe feedback loop: lead → MQL → SQL → opportunity → closed-won

That's why we set quarterly goals on real business data. Illustrative paths from your 65 SQLs a month, about a 54% increase to reach 100. Stretch goals are what we push for; targets are what we plan around. KlientBoost is outcomes-based: we set quarterly growth goals, typically 15 to 20%, agreed with you once tracking can see SQLs.

From 65 SQLs to 100. More leads, or better ones.

~1,540
Leads a month to reach 100 SQLs at today's rate
10%
Lead-to-SQL rate that gets 100 from today's 1,000 leads

Your numbers from September 23: about 1,000 leads and 65 SQLs a month. Better-fit leads move the rate, not just the count.

Run your numbers, from leads to revenue.

60SQLs a month, against your goal of 100
6%lead-to-SQL rate after the lift
30new customers a month
$1.8Mnew contract value a month, $21.6M a year

Your numbers from September 23: about 1,000 leads and 65 SQLs a month, and about $60,000 per three-year contract. Add your SQL-to-customer rate to see revenue. Arithmetic, not a forecast: a lift counts only if it carries through to SQLs.

The marks. SQLs are the measure. Tracking comes first.

What we can measureTrial sign-upstodayTrials, MQLs, SQLstracked end to end
Brand structure227 campaignstodayA few, by intentso data compounds
Cost per SQL"In the thousands"your words, Sept 23Baseline monthonce tracking is live
Non-brand searchJust startingnew since Sept 23Baseline monththen a mark agreed with you

Your goal: 100 SQLs a month going into 2027. These marks are the steps toward it. We don't invent targets for new work.

What we won't promise

  • 100 SQLs by a date. The baseline month sets the pace.
  • That every new campaign or page wins right away. We read, then refine.
  • Growth from budget alone.

What we commit to

  • Tracking first, so every number we report traces to your sales process.
  • Spend steps up only after a campaign holds its mark two weeks running.
  • You approve every new page.
NextInvestmentTwo ways to start, tracking first.

Investment

Two ways to start. Tracking comes first in either one.

Two ways to start. We recommend paid search + CRO.

Paid search: $3,500 a month, or 10% of the spend we manage, whichever is greater. CRO: $2,000 a month. Tracking build: $1,500 one time. Standard agreement: three months to start, then month to month with 30 days' written notice.

NextThe First 90 DaysTrack, rebuild, then grow. Who does what.

The First 90 Days

Weeks count from access. Our team schedules the kickoff once the agreement is signed.

Track first, rebuild next, then grow what turns into SQLs.

In the plan$5,500a month
KlientBoostYour teamTogetherCheckpoint
Week
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
Access + SQL definitionTogether
TrackingKlientBoost
Brand searchKlientBoost
Non-brand searchKlientBoost
CompetitorsTogether
Microsoft AdsKlientBoost
CROKlientBoost
ApprovalsYour team
CheckpointsTogether

Who's on your team.

Paid search specialistRebuilds and runs Google and Microsoft Ads: brand, competitor and non-brand.
Tracking specialistMaps your sales process and tracks trials, MQLs and SQLs.
CRO teamStrategy, copy, design, build and A/B testing for your dedicated page(s).
Austin SpikesYour point of contact from plan to kickoff.

What we need from you.

1Your SQL definitionSo every campaign counts the same thing. Plus your primary conversion action and the solutions that matter most.
2CRM accessHubSpot today, Salesforce after the move, so trials, MQLs and SQLs are tracked.
3Site accessTo publish and test your dedicated page(s).
4Edit access planWho changes what in Google Ads during the rebuild.
Next step

Pick the starting option. We send the agreement in writing, and our team schedules the kickoff once it's signed.

NextGrowth OpportunitiesWhere the partnership goes next.

Growth Opportunities

At KlientBoost, we're always looking for ways to increase your performance and revenue. As part of our ongoing partnership, we'll recommend new opportunities as your business grows.

Where the partnership goes next.

Paid social expansionChannels like LinkedIn, Meta and Reddit, matched to your ICP and buying committee.Custom scoped based on performance, budget and what your account needs.
Performance CreativeAds and visuals built and tested by our creative team, matched to each channel.Custom scoped based on performance, budget and what your account needs.
SEOOrganic search for the solutions that turn into SQLs, so paid and organic work together.Custom scoped based on performance, budget and what your account needs.
Deeper business intelligenceReporting from first touch to closed deal, across every channel, through your Salesforce move.Custom scoped based on performance, budget and what your account needs.