Payara Case Study


The Backstory

Payara Server is an open-source middleware server which had been developed as a drop-in replacement for Oracle’s GlassFish Server, which is no longer supported by Oracle and has numerous bugs.

This platform is used by major enterprises such as NASA, BMW & Papa Johns, and as such, this creates a gap in the market for an effective and competitively priced direct replacement.


  • Established competitors with brand awareness and far bigger budgets
  • Complete lack of brand awareness amongst target market
  • High cost-per-click for chosen keywords

Our Solution

  • We created a PPC brand awareness campaign for several geographical locations using search, display, and remarketing elements
  • On and off-page SEO for primary search terms proven in AdWords
  • Worked with the Payara content team to create visibility of Payara in all the right places (including GlassFish’s Wikipedia page)
  • We implemented tag manager to track conversions across Payara’s multiple subdomains on a combination of WordPress & Hubspot
  • Careful analysis of traffic, leads and geographies to improve and iterate the approach

Something to Be Proud Of

The campaign has just completed the first six-month cycle and all statistical KPIs are improved.

  • 100% visibility in key geographies for main keywords
  • Multiple keywords ranking in #1, #2 & #3 around the world
  • Campaign-specific landing pages have driven up lead generation and reduced cost-per-click
  • Brand search for Payara has increased
Primary organic keywords Icon

Primary organic keywords at positions 1, 2, & 3

100% PPC impression icon

100% PPC impression share on main keywords

Bar Graph and Statistics

Increased Lead Generation

Contact Us

Give us a call, drop us an email or fill out the form and one of our digital marketing experts will get right back to you.

Free Digital Marketing Review

Book a call with Marcus Miller to learn how to generate more traffic, leads and sales.

1. Review your current marketing
2. Identify your key opportunities
3. How to improve results & cut costs!

Put over 20 years of marketing experience to work for your business today.