T: +44 370 220 5909

CASE STUDY

Brightmine logo

Formerly XpertHR® company. Paid search worthy of the platform.

SECTOR

HR Intelligence

B2B SaaS

CHANNELS

Google • Microsoft

LinkedIn • Meta

MARKETS

UK & USA

Dual-market account

DURATION

Nov 2021 - 2025

4 years, embedded

THE CLIENT

CLIENT

Brightmine (formerly XpertHR)

AUDIENCE

HR directors, CHROs, employment law

CUSTOMERS

10,000+ global organisations

A leading HR intelligence platform, taken from one channel to four.

Brightmine (formerly XpertHR) is a leading HR intelligence platform serving 10,000+ global organisations — HR directors, CHROs and employment law professionals with complex buying cycles and high contract values.

We took over in November 2021: UK-only, Google-only, brand-dependent, broken tracking, no revenue visibility. Four years on, cost per lead has gone from £363 to £18 across four channels and two markets, with five brand accounts under management.

THE WORK

Rolling our sleeves
up.

Four years of embedded delivery, decision-by-decision.

PHASE 01 2021-22

Foundations

Rebuilt tracking. Launched Microsoft Ads and LinkedIn, added retargeting and multiple brands.

  • CONVERSION VALUE BIDDING LIVE
  • +2 CHANNELS
  • +2 SISTER BRANDS
PHASE 02 2023

Active management

Daily optimisation, quarterly strategy. GA4 across five products, zero data loss.

  • 40+ CAMPAIGNS LAUNCHED
  • GA4 MIGRATED, ZERO DATA LOSS
  • BRAND COSTS −50%
PHASE 03 Apr 2024

Rebrand: XpertHR → Brightmine

XpertHR to Brightmine. 300+ ads switched on day one. CRM-integrated bidding for pipeline.

  • 300+ ADS, DAY ONE
  • DUAL-BRAND TRANSITION
  • CRM-ATTRIBUTED BIDDING
PHASE 04 2025

Fourth channel + bottom-of-funnel

Launched Meta. Single-month shift to bottom-of-funnel.

  • META LIVE AT £18 CPL
  • 3X+ ROAS ON META

WHAT ACTIVE MANAGEMENT LOOKS LIKE

Nothing set
and left to drift.

01

Daily

  • Bid strategy monitoring
  • Conversion monitoring

02

Weekly

  • Search terms reports
  • Negative keywords added
  • Bid adjustments by device, location, demographic

03

Monthly

  • Ad copy tests evaluated and decided
  • Audience lists reviewed
  • Full channel reports delivered
  • Conversion values updated from CRM data

04

Quarterly

  • Full account review
  • Budget reallocation
  • Bidding strategy escalation

NUMBERS WE'RE PROUD OF

The four years on
one page.

MONTHLY AD SPEND

£20k → £136k

Start to peak — trust earned over 4 years

ANNUAL LEADS - 2024

<1,000 → 14,291

14,000 maintained through 2025

CLIENT VOICE

Aspire is the best PPC agency I have worked with. The PPC specialist on our account was very detail orientated, responsive and ran our campaigns in an optimal way, providing thorough analysis and monthly reports. Would recommend.

STEWART COGGIN - CHANNEL MARKETING SPECIALIST, BRIGHTMINE

WORK WITH US

Ready to turn your
marketing into pipeline?

Talk to us about your B2B technology business.

Let's talk