Turning "Salesforce alternative" searches into same-day demos
What if HubSpot could personalize their website for every high-intent Google search—so visitors see messaging that matches exactly what they searched for?
This is what that would look like with newmode.
The Scenario
HubSpot runs Google Ads targeting competitors:
- "Salesforce alternative"
- "Salesforce too expensive"
- "HubSpot vs Salesforce"
- "CRM for small business"
Each search signals different intent. But today, they all land on the same generic page.
The Campaign
1:Few personalization by search intent. Each keyword group gets its own website experience—powered by UTM parameters.
Search: "Salesforce alternative"
Ad:
"The Salesforce Alternative That Doesn't Require a Consultant"
Website headline:
"HubSpot: The CRM Salesforce Users Switch To"
Website subheadline:
"No consultants. No six-month implementations. Just a CRM that works out of the box."
Body:
"Salesforce users tell us the same thing: too complex, too expensive, too slow to change. HubSpot gives you enterprise power without the enterprise overhead."
Search: "Salesforce too expensive"
Ad:
"Enterprise CRM Without the Enterprise Price Tag"
Website headline:
"Cut Your CRM Costs by 60%"
Website subheadline:
"HubSpot gives you what Salesforce charges extra for, included in every plan."
Body:
"No per-seat surprises. No add-on fees for reporting. Transparent pricing that scales with you, not against you."
The Transformation
Same product. Different message. Matched to intent.
- • "HubSpot Customer Platform"
- • "Where go-to-market teams go to grow"
- • "Unite marketing, sales, and customer service on one AI-powered customer platform that delivers results fast."
- • One website for all visitors
- "HubSpot: The CRM Salesforce Users Switch To"
- "No consultants. No six-month implementations. Just a CRM that works out of the box."
- Pain point addressed directly
- Tailored experience for each search intent
Why It Works
Intent recognition
The visitor searched for a Salesforce alternative. The page immediately validates that intent.
Pain acknowledgment
"Too complex, too expensive" addresses the frustration that drove the search.
Continuity from ad
The ad promised an alternative. The website delivers comparison—not a generic pitch.
