98 organisations from a $4.3K product launch

Gather builds virtual offices for remote teams. In 2025 it was testing new value propositions for its core product and getting ready to launch Grapevine, its AI company-search tool. We made the performance ad creative for both, in rounds, and used the results to plan the next ads. Our best Gather ad brought in leads 23% cheaper than the campaign average, and the Grapevine launch ads created 98 organisations from $4.3K of spend.

We owned the creative and the testing plan. The job was to find which message and format brought in leads at a low cost, use that to plan the next ads, then do the same for Grapevine's launch.

We built the ads around Gather's value propositions, one per set: instant conversations, live team visibility, fewer blockers. Each proposition went out in several formats, from polished brand designs to ads styled like real LinkedIn and X posts.

• Every ad was judged on cost per lead.
• Rounds that didn't perform were analysed and dropped.
• Winners went into the next round.

The ads that won looked like something a colleague would share: a tweet, a post, a short testimonial.

• On Meta, a tweet-style ad about instant conversations brought in 33 leads at $55.48 each, the most leads of any ad and 23% below the campaign average of $71.67. It also had the lowest cost per click, at $1.08.
• On LinkedIn, a tweet-style ad reached a 2.02% click-through rate at $1.01 a click, against a campaign average of 1.27% and $1.45.

For Grapevine, sign-ups and usage after launch mattered most, so we judged its ads on organisations created and integrations set up.

Four launch ads created 98 organisations and 53 integration setups from $4,329 of spend. The best ad brought in organisations at $32 each, with a 4.68% click-through rate.