Squidex: Google and social ads for an open-source headless CMS

About the client

Squidex is an open-source headless content management system with REST and GraphQL APIs, content versioning with audit logs, event-driven integrations, a workflow engine, a CLI and built-in backup. It runs on Docker, Kubernetes via Helm and OS binaries, supports PostgreSQL, MySQL, SQL Server and MongoDB, is GDPR compliant and MIT licensed, and is sold as a free cloud sign-up alongside self-hosting. It competes with Directus, Strapi, Prismic, Hygraph and Contentful.

The brief

Grow cloud sign-ups among developers and content teams worldwide, including people comparing headless CMS options by name, without the budget of the venture-funded competitors.

What we did

• Planned and managed Google Ads around headless CMS, GraphQL CMS and competitor-comparison queries, with landing pages per comparison
• Ran paid social for developer audiences, promoting open-source credibility, self-hosting and the free cloud tier
• Tracked sign-ups by campaign and query so budget moved to the comparisons that converted

Delivered

• Google Ads campaigns and comparison landing pages
• Paid social campaigns
• Sign-up tracking and reporting

Performance figures for this engagement are available on request and under the client's confidentiality terms.