Mira

Mira had a strong product — but its market perception was still tied to its past. Previously known as Pest Register, the software had originally been built for professionals in the pest control industry. While the product had evolved into a far broader business management solution for trade, inspection, and service-based businesses, that legacy positioning was making it difficult to gain traction beyond its original niche. The challenge wasn’t just one of awareness. It was one of relevance. Mira needed to show prospective users in new industries that the platform was built for them too — while also competing against larger, more established software brands with greater name recognition and internal marketing resources. Without an in-house marketing team, they needed a strategy that could do three things at once:

• Expand awareness beyond pest control
• Generate qualified leads across multiple industries
• Reposition the product as a credible, flexible solution for a broader market

The barrier to growth wasn’t product capability — it was discoverability and framing. Mira already solved real operational pain points for service-based businesses, from scheduling and quoting through to invoicing and admin. But if potential users never saw themselves reflected in the brand, the software would remain too narrowly associated with its original category. We recognised that broadening appeal wouldn’t come from simply saying the platform serves more industries. It needed to be demonstrated in the way Mira appeared in search, in content, and in paid acquisition. That meant building a strategy around two connected goals:

• Expand who finds Mira
• Improve how quickly they understand it’s for them

Because in SaaS, growth doesn’t just come from being better.It comes from being found, understood, and trusted by the right audience.

We recommended a two-pronged approach: combine SEO-led visibility with paid social lead generation. The SEO strategy was designed to broaden Mira’s reach and improve relevance across different industries. Rather than relying on a generic software message, we focused on building targeted entry points for users searching with specific business needs, industry language, and comparison intent. At the same time, paid social was used to generate interest and sign-ups more directly, helping Mira reach potential users at multiple stages of the funnel with creative tailored to the real-world benefits of the platform. Together, the strategy aimed to create a more complete growth system:

• SEO to build long-term awareness and intent-led traffic
• Paid social to convert attention into leads
• Stronger content and landing pages to bridge the gap between curiosity and action

On the SEO side, we reworked Mira’s existing site structure to better reflect the breadth of industries and use cases the software supports. This included:

• Optimising feature pages with clearer keyword targeting and more purposeful headings
• Creating industry-specific landing pages to rank for relevant search terms and speak directly to different professional audiences
• Writing blog content aimed at trade and service professionals looking for practical advice on starting, running, and growing their businesses
• Developing gated downloadable resources to capture leads and introduce users to the platform in a more value-led way
• Creating comparison pages to position Mira against competitors and redirect high-intent traffic

This helped shift organic traffic away from being concentrated solely on the homepage and toward deeper, more commercially useful pages across the site. To support lead generation and improve sign-ups, we also launched a paid social campaign designed to present Mira as a practical, user-friendly solution to everyday admin challenges. To bring that campaign to life, we completed a dedicated photo and video shoot, capturing content specifically for advertising and website use. From there, we built a mix of creatives including:

• Static ads
• Carousels
• Testimonials
• Video content

This allowed us to speak to potential users at different stages of consideration, from initial awareness through to evaluation and conversion.