Apica Case Study

Apica Increased Qualified Traffic and Leads with Targeted PPC on Google and LinkedIn

Apica: A Leader in Observability and Telemetry Data Solutions

Apica is a Swedish technology company specializing in performance monitoring, log management and AI-driven diagnostics. Its platform, Apica Ascent, offers end-to-end observability for businesses managing complex IT systems. With the goal of democratizing access to enterprise-grade monitoring tools, Apica is focused on expanding globally through product innovation and strategic partnerships.

Project objectives

Launch performance-driven ad campaigns across Google and LinkedIn

Increase visibility among enterprise decision-makers and generate a scalable pipeline of qualified leads

Results

Growth in high-quality traffic

Growth in micro-conversions (lead form submissions, demos booked)

Services Delivered

PPC Advertising

Industry

Project timeline

August 23, 2022 - April 30, 2024

Apica Needed to Generate Qualified Leads in a Competitive SaaS Market

With increasing competition in the observability space and the launch of their new freemium product, Apica needed a way to consistently attract qualified leads — especially decision-makers in IT, DevOps and infrastructure roles.

They turned to Netpeak to design a B2B-focused paid advertising strategy that would deliver predictable growth across global markets and help scale customer acquisition without relying solely on organic or partner-led efforts.

Cooperation Goal:

Strengthen brand visibility and attract qualified traffic using LinkedIn and Google Ads — ultimately generating high-quality leads to support long-term growth.

Our Strategy

Our PPC Strategy Focused on Performance, Messaging and B2B Targeting

Develop custom ad segments for Google and LinkedIn to reach tech executives, DevOps leaders and platform teams actively seeking observability solutions

Create compelling ads highlighting Apica’s differentiators — AI insights, unified dashboards and cost-efficient observability — to connect with pain points

Build and refine high-performing landing pages with strong CTAs to capture leads and nurture them through Apica’s sales pipeline

Use real-time campaign insights to adjust keyword bidding, audiences and creatives — improving results over time and aligning with Apica’s evolving goals

Targeted LinkedIn and Google Ads Campaigns Delivered Measurable Impact

Our dual-channel PPC approach helped Apica break through in both active and passive acquisition segments.

We used sponsored content and Lead Gen Forms to engage enterprise IT buyers with educational and value-based messaging

We launched intent-based campaigns capturing searchers looking for performance monitoring, log management and observability platforms

By building remarketing flows to re-engage ad visitors, we maximized ROI, turning early interest into conversions

Project Review

“Our cooperation was both dynamic and goal-oriented. The main achievement was building a stable and scalable PPC strategy that brought measurable business value — from increasing qualified traffic to improving micro-conversion performance. By focusing on high-intent audiences through Google and strategic B2B targeting via LinkedIn, we helped Apica strengthen its market presence and attract relevant leads. In the long term, this creates a solid foundation for continued growth and supports their broader marketing objectives — particularly in entering new markets and scaling lead generation efficiently.”

Galyna Sagan

Client Project Manager at Netpeak