How Uberall Scaled Pipeline by 32% Quarter Over Quarter While Lowering Cost per Lead

About

Uberall is a global location marketing platform that helps brick-and-mortar businesses drive foot traffic and increase visibility across local search, maps, and directories.

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Challenge

Uberall’s paid media efforts were running, but the team faced three major issues:

Low pipeline efficiency from Google Ads due to poor account structure.
No scalable playbook for opportunity generation on LinkedIn.
Difficulty expanding their paid strategy to other platforms without sacrificing ROI.

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They needed a partner that could bring structure, strategy, and scalability across channels without adding internal workload or bloating CPL.

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Solution

AdConversion partnered with Uberall to revamp their paid engine across three key levers:

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Fixed Google Ads Account Structure

We restructured the entire Google Ads account for better campaign hygiene.
Paused broad match keywords that were driving low-quality traffic.
Prioritized high-intent search terms based on historical conversion data.

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This resulted in a substantial reduction in wasted spend and improved conversion efficiency.

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Launched the LinkedIn Incentive Playbook

Rolled out gift card-based conversation ads in North America.
Expanded to the UK, France and Germany, and layered in static image ads for scale.

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Which consistently generated pipeline across quarters with strong ROI.

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Expanded Channel Mix with Meta & Bing

Introduced Meta retargeting for full-funnel coverage. Although this channel didn’t generate any pipeline so far, it’s a cost-effective way to reinforce Uberall’s brand in-market.
Launched Bing Ads brand campaigns using the optimized Google structure to capture new search demand.