How we scaled Taxd into a market leader in UK tax software
We rebuilt Taxd's Google Ads account from the ground up. Two years on, monthly conversions are up from 26 to 607 - at a CPA 35% lower, even as spend scaled 15×.
The numbers behind the partnership.
Full-funnel Google Ads management - restructure, creative, CRO, bidding. Run by a Google Partner with £3M+ managed spend.
How the engagement unfolded.
The context
Taxd is a UK self-assessment and tax-filing platform competing in one of the most fiercely fought keyword markets in B2C SaaS - against HMRC itself, QuickBooks, FreeAgent and a long tail of accountancy firms all bidding on the same high-intent terms.
When they came to DomiSearch in August 2023, Google Ads was delivering - but unpredictably. Monthly spend was around £1.46K, bringing in roughly 1.9K clicks and converting at 1.34%. That translated to 26 monthly conversions: enough to prove the channel worked, but nowhere near the volume Taxd needed to compete at the top of the UK self-filing market.
The challenge
Three problems had to be solved at once.
- The conversion rate was too low to scale on. Pushing more spend through a 1.34% conversion rate would have burned cash, not bought pipeline.
- Budget wasn't keeping up with opportunity. Taxd wanted to compete for 10–20× the share of voice during tax season.
- Efficiency had to hold while spend grew. CPA couldn't drift upward as the account scaled - or the growth would be worthless.
What we did
Account rebuild
Full restructure. Tight, buyer-intent-themed ad groups. Rebuilt negative keyword lists from eighteen months of search-term data. Eliminated the fragmented groups that were starving Google's algorithm of the signal density it needs to optimise.
Quality Score lift programme
Tightened keyword-to-ad relevance across the top themes. Rewrote landing-page copy to the structure that converts and pushed Core Web Vitals into the green. Effective CPCs on the core category terms dropped before we'd spent a pound more.
Bidding migration, done properly
Gated the move from manual CPC → Maximise Conversions → Target CPA over 90-day windows. Each lever only pulled once the data threshold hit - no premature automation, no learning-phase collapse.
Landing page CRO, continuously
Monthly A/B tests on the highest-converting ad themes. The 1.34% → 4.52% conversion rate lift isn't just ads - it's the landing experiences behind them, iterated on for two years straight.
The results
Two years on, the account looks like a different business.
- Monthly conversions: 26 → 607. A 23× increase, measured on a like-for-like basis against the August 2023 baseline.
- Conversion rate: 1.34% → 4.52%. 3.4× better - compounded from ad relevance, Quality Score and landing page work running in lockstep.
- Click volume: 1.9K → 8.3K per month as spend scaled with confidence.
- Monthly spend: £1.46K → £22.2K. Crucially, scaled into a machine that was already working - not pushed into a hopeful test.
That last point is the one most agencies won't tell you about. Scaling spend is easy. Scaling spend while scaling efficiency is the whole job. For Taxd, every extra pound of budget bought more conversions - not fewer.
Where we are today
The engagement continues. Weekly account reviews, monthly strategy calls, quarterly business reviews. Taxd now competes - and wins - for self-assessment keywords it couldn't have afforded to bid on in 2023. And the machine keeps compounding.
We have been working with Ben and DomiSearch for nearly 3 years. A true expert in his space. Taxd has grown a phenomenal customer base thanks to our fantastic search acquisition strategy.
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Book a free 30-minute audit. We'll show you where you're winning, where you're invisible, and what to do next.