Case Study: Denim

Client Background

Client: Denim
Industry: Fintech SaaS
Stage: Growth
Client Role: Demand Generation Manager

Denim is an all-in-one financial platform for freight brokers, designed to simplify working capital, carrier payments, and back-office processes. Brokers trust Denim’s technology to simplify financial operations and easily access working capital.

The Challenge

Despite investing heavily in Google Ads, Denim wasn’t seeing the results they needed. Campaigns were spending budget without converting, demo sign-ups were stagnant, and overall ROI was poor. If left unresolved, this risked wasted spend and lost sales opportunities during a critical growth stage.

Their goals were clear:

  • Improve Google Ads ROI

  • Reduce wasted ad spend

  • Increase internal knowledge of Google Ads strategies

My Role & Approach

I worked with Denim as an advisor and coach, focusing on PPC and SEO performance. Through structured coaching sessions, we zeroed in on the biggest inefficiencies and aligned campaigns with business objectives. The scope of work included:

  • Regular coaching sessions (virtual meetings and email support).

  • Google Ads strategy development and execution guidance.

  • SEO and digital marketing strategy coaching.

  • Broader business strategy support when needed.

Actions Taken

  • Immediate Quick Win: Identified and stopped $1,000/month in wasted ad spend that was leaking into the Google Display Network.

  • Fine-tuned keyword targeting to focus on high-intent search queries.

  • Restructured campaigns and account setup for clarity and scalability.

  • Improved landing page experiences to drive conversions.

  • Introduced knowledge-sharing sessions so the client’s team could build internal expertise.

Results & Impact

  • 10x increase in demo requests and opportunities month-over-month.

  • $12,000 per year saved in wasted ad spend.

  • New structure for scaling PPC efforts confidently.

  • Stronger decision-making and clarity within the marketing team.

Client Feedback:

“I meet with Sheldon on a regularly scheduled basis for coaching. Our company is a fintech SaaS in the logistics space. Initially, we focused on Google. On day one, Sheldon was able to save us over $1k per month that we were wasting by allowing search ads to put extra budget to GDN. Next, he 10x’d our results from Google. Specifically, bringing us 10x accounts that reached the demo and opportunity stages in one month vs. previous months. Now, we’re working on overall digital marketing strategies. He’s an absolute genius at PPC & SEO coaching. He’s also incredibly helpful in general business coaching & strategy. I highly recommend him.”

Client Testimonial: https://clutch.co/profile/sheldon-payne-digital-marketing-consulting#reviews

What the Client Found Most Impressive:

  • Expert-level knowledge at an unbeatable price point.

  • Clear communication and consistent delivery.

  • Kind and empathetic approach to coaching.

Key Takeaways

  • Even high-growth SaaS companies can unknowingly waste significant ad spend.

  • Quick wins, like eliminating wasted budget, can free up resources to scale results.

  • Coaching creates both immediate impact and long-term internal capabilities.

Message for Prospective Clients:
With the right guidance, you can stop wasting money, multiply your results, and build a foundation for sustainable growth.