About DataDome
DataDome is a bot and online fraud protection platform. It detects and blocks bad bots, account takeover, scraping and fraud in real time, protecting some of the most targeted businesses online, from retail and ticketing to media and financial services, with customers like PayPal, Etsy and The New York Times. It’s recognized as a leader in bot management by Forrester.
DataDome competes in a crowded, fast-moving security category against well-funded players, selling to a technical buyer who is hard to reach and quick to tune out generic advertising. The product was strong. What they needed was paid media that brought in the right leads, not just more of them.
That’s where Getuplead came in. Here’s what the program delivered:
- 6x return on investment
- A $170,000 enterprise deal closed
- 30% increase in conversion rates
In this case study, we break down exactly how we did it.
Why DataDome Chose Getuplead
DataDome was already running Google and LinkedIn Ads. The account was producing leads, but the quality was the problem. Too many of those leads were never going to become qualified opportunities, and in a market this competitive, paying for the wrong clicks gets expensive fast.
They came to Getuplead for a senior team that could fix the quality problem and build paid media into a reliable source of qualified pipeline, not just raw volume.
The Audit
We started with a full review of the existing accounts. The core issue was that everything was optimized for volume rather than quality. Conversions were firing on form fills, with no feedback loop from the CRM, so the platforms were rewarded for finding more leads regardless of whether those leads ever turned into qualified opportunities. The account was doing exactly what it had been told to do. It had just been told to chase the wrong thing.
Building the Strategy
We rebuilt the program in three phases: fix the signal and capture intent on Google, build demand on LinkedIn, then connect it all with retargeting.
Phase 1: Fixing the Signal and Capturing High Intent on Google
Before scaling anything, we fixed what the account was optimizing toward. We rebuilt the conversion tracking and imported offline conversions from the CRM, so the platform optimized toward leads that actually became qualified MQLs rather than whoever was cheapest to convert. Quality stopped being something we hoped for after the click and became the thing the algorithm was trained on.
With the signal clean, we restructured the account around high-intent keywords, the searches that signal a buyer actively looking for bot and fraud protection, and cut the spend that was pulling in traffic that would never qualify. The result was a leaner Google account focused on buyers already in-market.
Phase 2: Building Demand on LinkedIn With Thought Leadership and Gated Assets
Google captured the buyers already searching. But most of DataDome’s buyers, the security, fraud and e-commerce leaders inside their target accounts, weren’t searching on any given day. They needed reaching before they were in-market.
So on LinkedIn we led with credibility, not a demo request. We paired thought leadership content, built around the threats these teams actually deal with, bot attacks, account takeover, scraping, with gated assets that delivered real substance in exchange for an email. The thought leadership earned attention from a skeptical technical audience, and the gated assets turned that attention into qualified leads.
While Google captured the buyers who were ready now, LinkedIn became the engine that built demand with everyone else, feeding the pipeline with leads that were already familiar with DataDome by the time sales reached them.
Phase 3: Connecting It With Retargeting Across LinkedIn, Display and Demand Gen
With leads coming in from both channels, the last phase was keeping DataDome in front of the people who had already engaged. We built retargeting audiences from site visitors and content engagers, then ran them across LinkedIn, Google Display and Demand Gen.
High-intent visitors, like those who had reached the demo page without converting, were brought back with demo-focused messaging. Lower-intent visitors were nurtured with the best-performing gated content until they were ready. That gave DataDome a complete, connected funnel rather than two channels running in isolation.
The Results
By fixing the signal first and building demand on the right channel, the program shifted from chasing volume to producing qualified pipeline:
- 6x return on investment
- A $170,000 enterprise deal closed
- 30% increase in conversion rates, once bidding optimized on CRM outcomes instead of raw form fills
In a security category where the technical buyer is hard to reach and quick to dismiss generic advertising, leading with credibility rather than a demo request is what made the difference.
If your account is producing leads but not qualified pipeline, Book a free 30-minute audit with our founder, or email info@getuplead.com.
