All case studies
Larkspend
Budgeting app
Freelance
Doubling search sign‑ups
2.1×
the old sign-up rate from search
My role
Freelance, search and landing pages
Channels
Search ads and landing pages
Timeframe
10 weeks, 2025
Budget
$9k a month
The brief
Larkspend paid for search clicks that landed on a home page written for investors. One visitor in forty signed up.
What I did
I wrote one landing page for each group of searches, each using the words people had typed, and cut every page down to one promise and one button.
The search ads were rewritten to match, with the free trial in the headline instead of the description.
Results
The sign‑up rate went from 2.5% to 5.3%, 2.1 times higher, and the cost per sign‑up halved.
What I learned
People searching for a budget app that actually works had already given up on one. Promising they would still use it in March did more than any feature list.