Launching Perk's Expense Management Solution

Building the foundations for expense management growth

‍

Perk needed a paid search setup that could support the growth of its expense management product within a broader travel and spend ecosystem. The account was reworked around a clearer campaign structure, stronger intent mapping, and a more scalable market-by-market approach. A key priority was making sure expense management growth could happen without cannibalising travel activity, while creating a cleaner foundation for long-term expansion.

Improving lead quality and pipeline fit

‍

Beyond scaling visibility, the focus was on improving the quality of demand entering the funnel. I refined keyword targeting to better match Perk’s ideal customer profile and align more closely with sales expectations, helping improve lead-to-SQL efficiency and strengthen downstream pipeline quality.

At the same time, I developed campaign structures and data signals that gave Google better inputs to optimise towards stronger company fit and more valuable pipeline outcomes rather than lead volume alone.

Launching a stronger multi-market growth engine

‍

To support growth across markets, new benefit-led expense management landing pages were created, alongside revised campaign messaging designed to pre-qualify clicks and better communicate the product's value. This helped strengthen the go-to-market approach across existing regions while also supporting the expansion of the expense product into France and Spain. The result was a more scalable paid search engine built to support international growth across Google and Microsoft Ads.