Clients | BigTime x MTA Digital

About the brand

BigTime Software is an American company offering software for managing professional services firms.

Operating since around 2002 and headquartered in Chicago, with additional offices in Phoenix, Boston, and Poland, the company built a PSA (Professional Services Automation) platform that allows service-based businesses – such as architects, consultants, and marketing agencies – to manage time, expenses, resources, and invoices in one place. The cloud-based solution saves time and streamlines payments, while integrations eliminate the need for manual data transfers.

Collaboration

01/2025 – 02/2026

At the outset, they were dealing with issues including inconsistent conversion reporting, excessive paid campaign costs, a lack of standardized data, limited foundations for scaling, and a need to increase the number of leads generated.

We started with a brand campaign – successfully reducing the cost per lead while simultaneously increasing lead volume. In parallel, we launched generic campaigns targeting product-related queries, testing different structures, creatives, ad copy, and bidding strategies. We also overhauled the entire conversion tracking process, implementing a single, unified reporting source. This allows us to measure not only campaign effectiveness but also the quality of acquired leads, enabling further optimization based on lead value for the client.

Challenges

Conversion measurement and reporting issues
The client was dealing with significant discrepancies between Google Ads and HubSpot data. Misconfigured Google Analytics and traffic source overwriting made it difficult to accurately assess campaign performance, limiting optimization potential.

Excessive paid campaign costs
Brand campaign spend was more than three times higher than initially planned. A lack of proper campaign structure and limited landing page testing made lead acquisition expensive and difficult to scale.

Limited campaign scaling potential
All paid traffic relied almost entirely on brand campaigns, with no prospecting activity or generic Google Ads campaigns generating new traffic. The lack of traffic source diversification limited scalability and made it harder to acquire leads beyond the brand-aware audience.

Insufficient foundations for growth
Campaign measurement and evaluation processes were underdefined, and the advertising structure didn’t allow for effective testing of new campaigns. The client needed solid foundations for further scaling – from prospecting through to remarketing.