Enterprise SaaS demand, rebuilt around in-market intent instead of brand spend.
interos.ai sells supply-chain risk intelligence into the enterprise: a high-ticket product with a long, committee-led buying cycle and a niche, high-cost keyword category. We rebuilt paid search and paid social around genuine in-market intent, layered in structural SEO and early answer-engine positioning, and grew reach and qualified pipeline while the cost of every click fell.
interos.aiA niche enterprise category where every click was expensive and most reach was wasted.
interos.ai operates in supply-chain risk management, a specialised enterprise software category sold to large organisations through long, committee-led buying cycles. The product is high-ticket and the audience is narrow, which makes the keyword landscape both costly and crowded. Bids on core supply-chain risk terms sit in a punishing band, commonly $30 to $60 per click, so wasted spend compounds fast and cheap volume is not an option.
The existing programme was working against that reality rather than with it. Paid social was running brand-led, which meant the company was paying premium rates to put broad awareness messaging in front of audiences who were not yet in-market, while paid search was capturing only a fraction of the genuinely high-intent demand that did exist. Reach was limited, the cost of each click was high, and the organic and answer-engine footprint that enterprise buyers increasingly rely on was thin.
The brief was to do the harder thing in an expensive category: grow qualified reach and pipeline while bringing the cost of attention down, and to build a search and content footprint durable enough to keep compounding after the campaigns matured.
Shift from brand-led to product-led, concentrate on in-market intent, and build the search footprint underneath it.
The first move was on paid social. We shifted LinkedIn from brand-led to product-led: instead of paying premium enterprise rates for broad awareness, the spend was pointed at concrete product value and the specific roles and accounts most likely to be in a buying cycle. Tightening the message and the audience this way is what brings the cost per click down, because the platform is no longer charging a premium to reach people who were never going to convert.
On Google, we restructured paid search around genuine high-intent queries on supply-chain risk and continuity terms. In a $30 to $60 category, the discipline is to win the searches that signal an active need and to stop bleeding budget against loosely related volume. Tighter intent, cleaner match strategy and better landing relevance combine to lift quality and lower the price of each click, which is what let reach expand and cost fall at the same time.
In an expensive enterprise category you do not win by spending more. You win by buying only the intent that matters and making the search footprint underneath it compound.
Underneath the paid programme we built structural SEO: improving the technical and content foundations so the site earned more page-one positions and far more keyword appearances, the durable footprint enterprise buyers move through long before they ever fill in a form. Paid captures the demand that is ready now; organic compounds the demand that is forming.
Finally, we positioned the brand early for answer-engine and LLM visibility. As buyers increasingly start their research inside AI assistants rather than a search box, being citable and machine-readable becomes its own acquisition channel. Publishing an llms.txt and structuring content to be retrievable established early presence in AI-generated answers, ahead of most of the category.
- Shifted LinkedIn from brand-led to product-led targeting, which drove the cost per click down.
- Restructured paid search around high-intent queries in a $30 to $60 supply-chain risk keyword category.
- Built structural SEO to grow page-one positions and keyword appearances as a compounding footprint.
- Positioned early for answer-engine and LLM visibility with an
llms.txtand retrievable content. - Aligned the whole programme to enterprise ABM, concentrating spend on the accounts and roles that matter.
More reach, cheaper clicks, and a search footprint that keeps compounding.
The rebuild grew reach and qualified pipeline while the cost of attention came down. Non-branded impressions rose 118.85% year on year, Google Search CPC fell to $3.84, a reduction of roughly 66% in a category that routinely costs $30 to $60 per click, and the account held 82.7% top-of-page presence. The programme delivered 30 qualified leads from Google Ads and 37 in total across platforms, the kind of volume that matters when each opportunity is a large, multi-stakeholder enterprise deal.
The search footprint moved with it. Page-one keywords grew 46%, total keyword appearances grew 102% and average position improved 21.66%, the compounding organic base that keeps working after a campaign matures. Early answer-engine positioning added a further edge: the brand reached 20% to 40% visibility in AI search via its llms.txt implementation, presence in the channel enterprise buyers are increasingly starting from.
Blufire was a fantastic choice for both Paid Search and Paid Social ads, running enterprise software ads for a global market. They were thoughtful and strategic in their strategy and implementation for a global SaaS product.
Blufire was a valuable partner during a period of significant change for our organisation. They were responsive, decisive, and brought the experience needed to move quickly and with confidence.
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