Amplify HR
Amplify HR came to DAP with a lead generation problem. They had no inbound marketing engine and relied entirely on cold outreach to fill a 4+ month sales cycle. A previous Performance Max campaign had burned budget without results. We rebuilt their paid media program from scratch with industry-specific landing pages, restructured campaigns, and a live attribution dashboard. Within weeks, conversion rates jumped 460% and cost per conversion dropped 37%.
Amplify HR is a Professional Employer Organization that helps small and mid-sized businesses outsource HR, payroll, benefits administration, and compliance. They serve companies nationwide across industries including technology, legal, private equity, architecture, and professional services, typically closing five-figure annual contracts through a 4+ month enterprise sales cycle.
Project Summary
Amplify HR partnered with Digital Authority Partners to build an inbound lead generation engine from scratch. Through restructured Google Ads campaigns, industry-specific landing pages, display retargeting, and a live attribution dashboard, Digital Authority Partners helped Amplify HR increase conversion rates by 460% while reducing cost per conversion by 37%.
The Challenge
No Inbound Marketing Engine
Amplify HR had no system for generating inbound leads. With a 4+ month sales cycle and five-figure contracts at stake, they needed a steady pipeline of qualified prospects instead of cold outreach.
Failed Performance Max Campaign
Before partnering with DAP, Amplify HR's Google Ads campaign using Performance Max burned through budget without generating meaningful results. The lack of proper campaign structure and landing page strategy meant clicks weren't converting into leads.
Zero Marketing Attribution
With no proper analytics setup, Amplify HR had no visibility into which marketing channels were driving results. Manual tracking made it impossible to calculate ROI or optimize spend across channels.
Competing Against Industry Giants
Amplify HR faced off against billion-dollar competitors like Justworks, TriNet, and Insperity without any digital presence or brand credibility signals to differentiate themselves in the market.
How we Helped Amplify HR
Industry-Specific Landing Page Strategy
We built 11 custom landing pages targeting Amplify HR’s key verticals. Each page speaks directly to the pain points of that industry, whether it’s compliance headaches for law firms or benefits complexity for PE-backed portfolio companies.
- Architects and Engineering Firms landing page with AEC-specific messaging
- Private Equity and Venture Capital landing page for portfolio company HR need
- IT and Technology Companies landing page focused on scaling challenges
- Law Firms landing page addressing compliance and billable hour protection
- General SMB landing pages with retargeting catch-all for broader audiences
Restructured Google Ads Campaigns
We scrapped the failing Performance Max approach and built a proper campaign structure with clear audience segmentation. Each campaign targets specific verticals with tailored ad copy and dedicated landing pages to maximize relevance and conversion.
- 3-5 active search campaigns organized by industry vertical and intent
- 15-20 ad groups with tightly themed keyword clusters
- Brand campaign achieving 5.56% conversion rate for high-intent searches
- Competitive targeting campaigns to capture prospects researching alternatives
- Ongoing bid management and negative keyword refinement
Display Retargeting Campaign
We created a full suite of display ads to keep Amplify HR top of mind for prospects who visited but didn’t convert. The campaign includes multiple creative concepts and sizes to maximize reach across the Google Display Network.
- 39 display ad designs across square, portrait, and landscape formats
- 13 creative variations per format to test messaging and visuals
- Industry-specific messaging that matches the landing page experience
- Retargeting pools segmented by pages visited and engagement level
- Frequency caps to avoid ad fatigue and wasted impressions
Analytics and Attribution Infrastructure
We cleaned up GA4 configuration and built a live dashboard that blends data from Google Ads, GA4, and Salesforce. For the first time, Amplify HR can see exactly which campaigns drive leads and how those leads progress through the sales cycle.
- GA4 cleanup to fix tracking gaps and ensure accurate conversion data
- Custom live PPC dashboard with real-time performance metrics
- Data blending across Google Ads, GA4, and Salesforce for full-funnel visibility
- Form migration from handlers to iFrames for proper UTM parameter capture
- Conversion tracking setup for all 11 landing page forms
What we Achieved
Conversion rates jumped from 0.38% to 2.13% after we rebuilt the campaign structure with industry-specific landing pages. The combination of tighter audience targeting and relevant messaging transformed clicks into actual leads.
Cost per conversion dropped from $236.36 to $149.99. By eliminating wasted spend on broad targeting and focusing budget on high-intent keywords, every dollar now works harder to generate qualified leads.
We built 11 custom landing pages targeting specific verticals including IT companies, law firms, PE/VC firms, architects, and SMBs. Each page speaks directly to that industry’s HR pain points and compliance concerns.
A full retargeting campaign with 39 display ads across three formats ensures Amplify HR stays top of mind for prospects who visited but didn’t convert. The ads match the messaging from the landing pages for a consistent experience.
The brand campaign captures high-intent prospects actively searching for Amplify HR by name. At 5.56% conversion rate, these searches convert at nearly 15x the industry average because these prospects already know who they want to work with.
For the first time, Amplify HR has real-time visibility into which campaigns drive leads and how those leads progress through their 4+ month sales cycle. The dashboard blends GA4, Google Ads, and Salesforce data for full-funnel attribution.
