--- title: "Cloudflare Case Study | 60% ROAS lift in 100 days | VertoDigital" description: "How Cloudflare Self-Serve rebuilt paid search by segregating conversion actions by type. 60% ROAS lift and 78.4% conversion lift in 100 days." url: "https://vertodigital.com/case-studies/cloudflare-self-serve" image: "https://vertodigital.com/images/site/og-default.png" --- # 60% ROAS lift in 100 days. A foundation rebuild - segregating conversion actions by type - that mapped paid search to actual business value. 60% ROAS lift 78.4% paid conversion lift 100 days to results [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment) [See all case studies](https://vertodigital.com/case-studies) The company ## About Cloudflare. Cloudflare is a leading global connectivity cloud company that helps make the internet faster, more secure, and more reliable for millions of businesses. Its product portfolio spans security, performance, and zero trust networking - sitting inside a category that includes Akamai, Fastly, and Zscaler - and competes on a unified network architecture that consolidates security and performance services in one platform. Cloudflare's Self-Serve motion targets developers, SMBs, and individual purchasers buying directly through the website. The buyer is typically a technical practitioner - developer, IT lead, security engineer - making fast, self-directed purchase decisions, with strong product-led growth dynamics. At a glance Industry Cloud / Security Engagement Inbound + Pipeline Intelligence Timeframe 100 days The problem ## The problem. Cloudflare's Self-Serve entity faced challenges growing ROAS sustainably on paid search across Google Ads and (later) Microsoft Ads. They needed higher return on ad spend and conversion rates. The existing campaign structure treated paid purchases and free sign-ups as the same conversion event - meaning the bid algorithm couldn't optimize for the conversions that actually generated revenue. The work ## What we built. Our strategy involved reworking campaign infrastructure following a methodology that segregates conversion actions by type - paid purchases vs free sign-ups - and adjusting ad strength across the board to boost ad rank and visibility. Clear conversion-action focus enabled keyword and ad group value optimizations and better ad spend allocation. The new conversion structure and prioritization of ad spend lead to compounding returns within the first 100 days. The outcomes ## What changed. 60% ROAS lift. Return on ad spend grew 60% as the bid algorithm started optimizing for paid purchases, not free sign-ups. 78.4% paid conversion lift. Paid conversions grew 78.4% as keyword and ad group value optimizations took hold. 100 days to results. Compounding returns visible inside the first 100 days of the engagement. Once the conversion signals mapped to actual business value, the gains followed. The customer voice ## In their words. > “VertoDigital didn't tweak our campaigns - they rebuilt the foundation. Once the conversion signals mapped to actual business value, the gains followed.” Nash Haywood Director, Global Digital Marketing at Cloudflare The services ## Services behind the work. Service 01 ### Inbound Pipeline Growth Campaign infrastructure rebuild: conversion actions segregated by type. Service 02 ### Paid Search Keyword and ad group value optimizations on Google Ads and Microsoft Ads. Service 03 ### Pipeline Intelligence Conversion mapping aligned to actual business value, not surface-level events. ## Related work [All case studies](https://vertodigital.com/case-studies) Cloudflare Cybersecurity 49% increase in qualified leads Cloudflare Enterprise: 49% more open opps [Read case study](https://vertodigital.com/case-studies/cloudflare-enterprise) IRONSCALES Cybersecurity 2.3× pipeline in 90 days IRONSCALES grew pipeline 227% in 90 days [Read case study](https://vertodigital.com/case-studies/ironscales) SnapLogic iPaaS 11× ROAS on opportunities SnapLogic: 11× ROAS with tROAS [Read case study](https://vertodigital.com/case-studies/snaplogic-troas) Free · 5 business days · No commitment ## See whether your pipeline could move like this. The Pipeline Assessment is the same diagnostic we ran with Cloudflare before the engagement. 5 business days. 30 minutes of your time. Yours to keep. [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment)