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How Zone&Co rebuilt its paid media strategy and increased conversions by 75%

Zone & Co aims to lead in NetSuite-native financial operations, focusing on advanced billing, reporting, AP automation, and payroll. We target NetSuite power users wanting a robust alternative to fragmented tools. By narrowing our keyword themes to high-intent, NetSuite-centric terms, we ensured alignment with our Ideal Customer Profile (ICP) through dedicated landing pages that address specific financial bottlenecks.

  • Zone & Co

  • Fin-tech

  • Boston, Massachusetts, USA

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About the client

Zone & Co is a NetSuite-native financial operations platform built to automate the workflows finance teams rely on every day, including billing, accounts payable, bank reconciliation, and financial reporting directly inside NetSuite. Instead of juggling exports, integrations, or third-party tools, Zone keeps everything centralized inside the ERP, where data already lives.

By eliminating fragmented systems and manual processes, Zone helps finance teams reduce errors, increase accuracy, and gain real-time visibility into financial operations. The result? A more controlled, scalable, and efficient finance workflow that’s designed to grow with the business.

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The review

By pivoting from broad financial software targeting to a hyper-focused ‘NetSuite-native’ strategy, we successfully positioned the brand as the definitive leader for power users. We rebuilt the account structure around high-intent, workflow-specific queries and deployed dedicated landing pages to map directly to financial bottlenecks. This precision eliminated cross-platform noise and ensured 100% ICP alignment. The result was a transformed user journey that drove a 75% increase in conversions and a massive 151% surge in SQLs, proving that category-specific depth wins over market breadth.

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Project Team

Performance

  • 178%+

    ARR (Revenue) from paid ads

  • 167%+

    Increase in qualified leads

  • 32%+

    Increase in ROAS

  • 151%+

    Increase in SAL

  • 21%+

    Decrease in CPL

Challenge

Zone & Co’s biggest challenge wasn’t awareness, it was positioning. The goal was clear: own the category of NetSuite-native finance operations and become the first choice for companies that rely on NetSuite every day.

Instead of competing in the broad (and highly competitive) world of financial software, Zone needed to reach a very specific audience: NetSuite users looking for embedded solutions for billing, AP automation, and financial reporting without syncing data or bolting on external tools. The existing ad strategy was too broad, wasting spend on generic finance terms that didn’t align with the product’s unique strengths. Zone needed a full restructuring of its paid media approach to:

  • Target only NetSuite-native intent
  • Highlight its all-in-one, embedded capabilities
  • Position Zone & Co as the most complete and advanced finance ops suite built exclusively for NetSuite users

The objective was to make Zone & Co the obvious and natural solution for any finance team looking to scale operations directly inside NetSuite.

Challenge_ZCO

Solutions

To capture the highest-intent users, the paid media strategy underwent a complete transformation from broad financial software targeting to a hyper-focused NetSuite-native positioning.

The phrase “NetSuite-native” became the central theme across all campaigns. It guided keyword selection, informed ad messaging, and shaped landing page experiences, resulting in a seamless journey from search query to solution.

Shifted to tightly themed keyword groups that targeted only NetSuite-specific pain points and workflows. Searches like:

  • “billing in NetSuite”
  • “NetSuite AP automation”
  • “NetSuite bank reconciliation”

were matched with dedicated solution landing pages. Billing searches went straight to ZoneBilling, AP queries directed to AP Automation, and so on, creating perfect search-to-solution alignment.

Rebuilt account structure

New messaging highlighted Zone’s strongest differentiator: All finance operations, billing, AP, reconciliation, reporting fully embedded in NetSuite with no exports, no syncing, and no third-party tools.

The ads spoke directly to the problems NetSuite users face: manual data entry, disconnected systems, slow closes, and audit inconsistencies.

Introduced persuasive, pain-point-driven ad copy

By removing generic finance software terms, the campaigns cut out low-value clicks and focused the budget on the highest-intent audience.

This led the right people to the right solution faster significantly improving:

  • lead quality
  • funnel velocity
  • conversion efficiency
  • sales pipeline impact
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