WordStream raises $12 million for search engine marketing tech


Boston’s WordStream has raised a $9 million Series C funding round along with $3 million in venture debt to expand its search engine marketing software business.

The company’s offerings include a free service that grades how effectively companies use AdWords to launch pay-per-click ad campaigns on Google.

That service is often the entrypoint into using WordStream’s paid product, PPC Advisor, which assists with placing better search ads. The product is targeted for small and medium-sized businesses.

WordStream said it plans to use the new funding to further invest in both the AdWords Performance Grader and PPC Advisor.

Founded in 2008, the company has grown to a staff of 105 — with 100 of the employees in Boston — and expects to add a third floor to its offices at the 177 Huntington tower in the Back Bay in December. WordStream expects to end the year with about 125 employees, chief executive Ralph Folz said.

The Series C equity investment was led by new investor Baird Capital of Chicago, the private investment arm of Robert W. Baird & Co. Also taking part was current investor Sigma Partners.

The venture debt round came from City National Bank.

WordStream previously raised $16 million in venture capital.

Image of Google in magnifying glass via Shutterstock.

Kyle Alspach has worked in journalism in Massachusetts since 2005 and was one of the original staff writers at BetaBoston.
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