Record Demo Volume — Pipeline Tripled in 65 Days
Guru came to ScalixAI with significant spend going out the door every month — but no reliable way to know whether any of it was actually filling their pipeline. Demo bookings were low, conversion data was unreliable, and the account had no clear focus on the buyers Guru actually wanted to reach. We rebuilt everything from the ground up: fixed the attribution, tightened the targeting to mid-market enterprise buyers in the Americas, and aligned every campaign to a single goal — qualified demo requests. Within 65 days, demos nearly tripled month over month and cost per demo dropped by more than half.
200+
Demo R\requests (Feb–Apr 2026)
$684
CPA by april (Down from $1,444 in Feb)
2.7×
Demo growth (35 → 94 MoM in 3 weeks)
Background
Guru was investing a significant budget in Google Ads but had no clear visibility into whether it was generating a real pipeline Demo bookings were inconsistent, conversion data was unreliable across multiple competing goals, and the account had no focus on Guru’s actual target buyer — mid-market companies with 250+ employees. To make matters more complex, Guru had just made a major strategic shift: removing self-serve trials entirely and moving to a demo-only motion. They needed a partner who could rebuild their paid search channel from scratch — with a clear focus on pipeline, not just clicks.
About
Guru is an AI-powered knowledge management platform headquartered in Philadelphia, PA.Their platform serves as a single, verified source of truth for enterprise teams — enabling AI-powered workplace search, automated knowledge upkeep, and trusted answers across tools like Slack, Salesforce, Zendesk, and 100+ integrations. Rated 4.7/5 across 3,000+ reviews, Guru serves thousands of teams across technology, healthcare, finance, and business services — with a strong focus on mid-market and enterprise customers.
Challenges
- No visibility into pipeline — conversion tracking was broken, meaning spend decisions were being made blind with no reliable data on what was actually driving demo requests.
- Budget burning with no qualified output — campaigns were reaching the wrong audience, generating clicks from prospects who had no intent to book a demo with an enterprise platform.
- Demo volume declining despite significant monthly spend — the account was optimised for traffic volume, not conversions, actively working against Guru’s pipeline growth goals.
Approach
- Full account rebuild — audited and rebuilt the entire account structure around one goal: qualified demo requests from mid-market enterprise buyers in the Americas.
- Fixed attribution from the ground up — established a single, reliable conversion signal (demo request) so every spend decision was backed by accurate data.
- Shifted to conversion-optimised bidding — moved from a traffic-focused strategy to one that optimised directly for demo bookings, aligning budget with pipeline outcomes.
- Focused targeting on the right buyers — tightened geo and audience targeting to North and South America, specifically reaching companies with 250+ employees most likely to convert.
- Rebuilt campaign structure around Guru’s GTM motion — launched 4 focused campaigns (Branded, Non-Branded, DSA, Competitor) each aligned to Guru’s new demo-first go-to-market.
- Weekly pipeline review loop — tracked demo quality weekly with the Guru team, feeding learnings back into targeting and bidding to continuously improve lead quality.
Impact
In a competitive enterprise knowledge management space, Guru was able to:
- Turn Google Ads into a reliable demo pipeline engine — generating consistent, growing demo volume from enterprise buyers month over month.
- Cut the cost of acquiring a qualified demo by 53% — freeing up budget to scale further without increasing overall spend.
- Build a scalable paid search foundation — with accurate attribution, focused targeting, and a clear optimisation goal — ready to grow as Guru scales its upmarket GTM motion.
By fixing the foundation first — attribution, targeting, and pipeline alignment — and then scaling what worked, Guru transformed Google Ads from a cost centre with no visibility into a consistent, high-intent demo generation engine.
