Overview
Screenshotbot is a visual regression testing tool for mobile teams. It catches UI changes in iOS and Android apps before they reach users. The product is technical and the audience is specific: developers and engineering leads who rarely click on ads and are quick to ignore generic marketing.
The goal was to build a predictable source of qualified sign-ups and demo requests from the UK and US markets.
The challenge
- A niche, technical search category with low volume and expensive clicks.
- Well-funded competitors already bidding on the obvious terms.
- An audience that responds to specifics: frameworks, CI pipelines and workflows, not slogans.
What I did
1. Keyword and competitor research
I mapped how developers actually search for the problem, from “screenshot testing Android” to framework- and CI-specific queries, and reviewed which competitors were bidding, what they promised and where their landing pages fell short.
2. Campaign structure
Campaigns were split by market (UK and US) and by intent: problem-aware searches, competitor alternatives and brand. Each ad group had tightly themed keywords and ad copy written in the language developers use.
3. Cold email to support paid search
Alongside the ads, I built a cold email sequence in HubSpot targeting engineering teams at relevant companies, so the brand showed up in search and in the inbox.
Developers don’t respond to marketing. They respond to someone who clearly understands their workflow.
— Lesson from this project
Results
✎ Replace the bracketed figures with the real numbers from this project.
Key takeaways
- Specific beats broad. Long-tail, framework-specific keywords converted better than high-volume generic terms.
- Pair channels. Paid search and cold email together built familiarity faster than either alone.
- Measure from day one. Accurate conversion tracking made every optimisation decision easier.
If you sell a technical B2B product and need leads from a hard-to-reach audience, let’s talk.