Performance creative for a category-defining procurement platform.
Paid social, landing pages, and creative for a venture-backed procurement platform defining its own category — built to teach and sell a high-ACV product in the same scroll.
Zip is the AI procurement platform that pioneered the Intake-to-Procure category — a consumer-grade front door for any employee to initiate a purchase request, routed through the right approvals and plugged into every downstream ERP, CLM, ITSM, and GRC. Founded in 2020 by Rujul Zaparde and Lu Cheng (both former Airbnb), Zip serves mid-market and enterprise customers with an average annual contract around $82K and has become a central control layer for finance and procurement teams at modern companies.
- Founded 2020 by ex-Airbnb team (Rujul Zaparde, Lu Cheng)
- Category pioneer: "Intake-to-Procure"
- Mid-market + enterprise; ~$82K avg annual contract
- Pre-built connectors to ERP, CLM, ITSM, GRC
The brief
Zip didn't enter a category — it created one. "Intake-to-Procure" is a new way for finance and procurement teams to work, which means the marketing has to teach and sell at the same time. For a venture-backed platform with an enterprise-sized contract value, paid social has to do more than generate cheap clicks; it has to find the specific buyers who feel the problem Zip solves.
Our work
We ran paid social, landing pages, and creative built for category creation — ads that frame the problem before the product, paired with landing pages that carry the same argument all the way to conversion. Creative is treated as the variable that matters most in the feed, tested against real hypotheses about what makes a procurement leader stop scrolling. The funnel is built for a considered B2B purchase, not an impulse click.
Why it works
When you're defining a category, the hardest job is making people recognize they have the problem you solve. Performance creative that leads with that problem — not a feature list — is what turns a cold audience into qualified pipeline for a high-ACV platform. Disciplined testing, on a message that educates first.
Performance creative for a category-defining procurement platform.