Falcony is a technology company providing software solutions for incident reporting, audits, risk management, and sustainability reporting. Their tools engage the entire organization and its stakeholders in reporting observations, with applications spanning industries such as retail, hospitality, and manufacturing. Operating in over 80 countries, Falcony’s software serves more than 300,000 users worldwide.
Initial Situation
Falcony had been using Google Ads before partnering with Nostamo, but according to Kaarle Parikka, Falcony’s Head of Marketing, the results were not entirely satisfactory.
“We needed a partner to support our Google advertising efforts because we wanted better results, and we lacked in-house expertise in this area.”
The collaboration began with an audit of Falcony’s Google Ads account, leveraging existing campaign data to design new campaigns. The new campaigns were built using Nostamo’s tried-and-tested strategy, which forms the foundation of all their clients’ campaigns. This strategy emphasizes precise targeting, proven through extensive testing to be the most effective approach to Google advertising.
In addition, an essential early step was improving conversion tracking — the cornerstone of effective advertising. Nostamo always prioritizes “hard conversions,” such as contact inquiries or purchases. Falcony’s key marketing goals were identified, and efforts to improve them started immediately.
Results
According to Parikka, improvements in Google advertising have had a direct impact on revenue.
“Our Google advertising has developed significantly, enabling us to leverage the platform’s capabilities to fullest with the latest insights. ROI has grown substantially, which has naturally had a positive effect on our company’s revenue”, Parikka explains.
A testament to the success is the shift in Google Ads’ role: from a smaller part of the strategy to becoming the company’s most important paid advertising channel.
“Google advertising plays a very significant role in acquiring new customers, alongside outbound and inbound efforts. It’s clearly our most significant paid advertising channel”, Parikka states.
Falcony is a good example of how Google Ads can be scaled cost-effectively for international markets. Thanks to the platform’s technical nature, the same principles apply to advertising abroad as in the domestic market. According to Parikka, Google Ads serves as a key driver for Falcony’s global growth.
“Google advertising strongly supports our international growth objectives, as it has been the most effective way for us to acquire high-quality leads globally. At the same time, it allows for low-barrier tests with highly precise, market-specific targeting when needed.”
Parikka unreservedly recommends Nostamo’s services.
“Working with Nostamo has been highly flexible and customer-focused from day one. As a client, I’ve felt they genuinely care about the quality of their work, and this is reflected in the results. I would unreservedly recommend Nostamo as a Google advertising partner to any company.”
