Thrive Services Used
Search Engine
Optimization (SEO)
Pay-Per-Click (PPC)
Advertising
Paid Social Media
(PSM) Advertising
Project Overview
ComplianceHR is a software-as-a-service (SaaS) platform that offers self-service solutions designed to empower HR professionals, lawyers, and compliance teams at both business-to-business (B2B) and business-to-consumer (B2C) companies. Despite having a strong foundation, the company faced challenges with bot interference, underperforming LinkedIn campaigns and algorithm misalignment in PPC ad targeting.
Thrive Internet Marketing Agency stepped in with a search engine marketing and paid social media strategy. The team focused on better keywords, rebuilt campaign structures and narrowed in on more specific audiences. As a result, Thrive exceeded key performance goals across all digital marketing channels. The partnership led to a 55% increase in organic traffic and a 28% boost in
PPC conversions.
The Results
+224%
Lifetime PPC Conversions
+55%
SEO Organic Traffic
+59%
PPC Clicks
-87%
Cost Per Link Click (Meta)
Thrive worked closely with ComplianceHR to refine its digital marketing across multiple channels. The team restructured campaigns, optimized content and maintained close communication with the client to realign goals as needed. This approach led to meaningful growth across all primary marketing services.
The following are the most notable metrics for SEO and PPC:
Search Engine Optimization (SEO)
- +23% organic traffic
- +50% organic users
- +50% new users from search
- 46 backlinks earned, generating 18,200 estimated views and 42,300 audience reach
Pay-Per-Click (PPC) Advertising
- +224% total conversions
- -63% cost per conversion ($169.67 avg.)
- 97,979 total paid clicks
Over the campaign’s lifetime, ComplianceHR saw steady growth from LinkedIn ads, including an 81% increase in link clicks and a 61% increase in impressions. However, performance on LinkedIn had plateaued after a while. As a response, Thrive shifted the focus to Meta campaigns. This pivot produced immediate, measurable improvements during the first three months.
Within three months, Meta ads generated the following outcomes:
Paid Social Media (PSM) Advertising
- 3,878 landing page views
- 438,748 total impressions
- 4,407 clicks at an average CPC of $0.86
- 38 conversions at a 13% conversion rate
- 87% drop in cost per link click, down to just $0.86
- Conversion cost as low as $38.92 within the dedicated conversions campaign
Despite some interruptions during the quarter, Meta outperformed previous social campaigns and proved to be the more efficient platform for paid social lead generation moving forward.
The Execution
When ComplianceHR first partnered with Thrive, it was just getting started with Google Ads and paid social. The company needed an agency with the tools and knowledge to launch campaigns the right way from day one. Thrive stepped in with a plan to get things off the ground and scale performance across all channels.
Fixing Paid Ad Issues
Early on, Thrive discovered that Google Ads weren’t running efficiently. Spam and bots generated low-quality leads, and PMAX campaigns weren’t delivering value. Thrive removed underperforming ad types, optimized search targeting and filtered out junk traffic to clean up campaign performance.
On the social side, LinkedIn ads initially brought some results. However, results dropped as the platform became more competitive. Thrive realigned expectations and moved the budget to Meta, which proved to be a better fit. Meta campaigns outperformed previous efforts within the first three months with stronger conversions and lower costs.
Strengthening Organic Search
SEO quickly became one of the most valuable growth areas for ComplianceHR. Thrive began by auditing the site and identifying technical issues that could impact visibility. From there, the team refined the structure of key pages, developed targeted content around high-intent keywords, and launched a link-building strategy to boost authority.
As the campaign progressed, Thrive continued to adjust and improve based on performance data. Regular check-ins through quarterly business reviews helped guide content direction and ensure the strategy stayed aligned with the client’s goals and evolving search trends.
Communicating and Adjusting
Thrive maintained a strong, collaborative relationship with ComplianceHR throughout the engagement. Regular check-ins and open communication kept both teams aligned on goals and performance. As platform algorithms and ad policies evolved, Thrive proactively adapted strategies to balance quick wins with long-term growth objectives.
What’s Next?
The next phase of the partnership focuses on expanding organic visibility and brand presence. Thrive will begin implementing additional SEO hours to deepen content strategy and strengthen rankings for key search terms. The team will also launch organic social media efforts to support ongoing brand awareness and audience engagement. Both initiatives are made to build on current momentum and drive sustained growth across channels.
