How a B2B SaaS Firm Cut CPA by 42% and Tripled MQLs with an Integrated PPC POD
Industry B2B Software as a Service (SaaS)
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$10B+ Client Revenues
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12+ Successful Years
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1000+ IT Ninjas
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5000+ Projects
Client's Testimonial
"Developers.dev transformed our lead generation. Their PPC POD didn't just run ads; they became a core part of our growth engine. The 42% reduction in our CPA allowed us to reinvest in scaling our efforts, and the quality of leads has been exceptional. They are true strategic partners."
VP of Marketing, ProjectFlow Inc.
Client Overview
A US-based Series B startup providing project management software for enterprise clients. They had a strong product but were struggling to generate a consistent flow of qualified leads through PPC. Their in-house team was stretched thin, and previous agency experiences had yielded poor results with a high cost-per-acquisition (CPA).
Problem
The client's PPC campaigns on Google and LinkedIn were underperforming, characterized by a high CPA, low conversion rates, and poor lead quality. They lacked the expert resources to diagnose the issues and implement a sophisticated, full-funnel strategy.
Key Challenges
An untargeted Google Ads strategy was attracting low-intent, costly traffic.
An untargeted Google Ads strategy was attracting low-intent, costly traffic.
LinkedIn campaigns were failing to engage senior decision-makers effectively.
LinkedIn campaigns were failing to engage senior decision-makers effectively.
Landing pages were generic and not optimized for conversion.
Landing pages were generic and not optimized for conversion.
There was no clear attribution model to track leads from click to closed deal in Salesforce.
There was no clear attribution model to track leads from click to closed deal in Salesforce.
Our Solution
We deployed a dedicated PPC POD consisting of a Senior PPC Strategist, a LinkedIn Ads Specialist, a Data Analyst, and a CRO consultant.
⚙️ Account Restructure:
We completely rebuilt the Google Ads account, implementing a strategy focused on high-intent, long-tail keywords and phasing out broad, expensive terms.
🎯 LinkedIn Funnel:
We created a multi-touch LinkedIn campaign, using thought leadership content to warm up cold audiences before retargeting engaged users with compelling demo offers.
🧪 CRO Sprint:
Our CRO expert conducted a two-week sprint to design and A/B test new, high-converting landing pages tailored to specific ad groups and personas.
📊 Analytics & CRM Integration:
Our analyst configured end-to-end tracking between their marketing platforms and Salesforce, enabling true ROI measurement.
Implementation and Execution
Conducted a 2-day deep-dive workshop to understand their ICP and value proposition.
Conducted a 2-day deep-dive workshop to understand their ICP and value proposition.
Performed an exhaustive audit of their existing ad accounts and analytics setup.
Performed an exhaustive audit of their existing ad accounts and analytics setup.
Launched the restructured Google Ads campaigns in the first two weeks.
Launched the restructured Google Ads campaigns in the first two weeks.
Rolled out the phased LinkedIn awareness and conversion campaigns over the first month.
Rolled out the phased LinkedIn awareness and conversion campaigns over the first month.
Implemented server-side tagging via GTM for robust data capture.
Implemented server-side tagging via GTM for robust data capture.
Established a weekly reporting cadence and a shared Slack channel for daily communication.
Established a weekly reporting cadence and a shared Slack channel for daily communication.
Positive Outcome
📉 42% Reduction in CPA:
Strategic restructuring and optimization dramatically lowered the cost to acquire a qualified demo.
🚀 3x Increase in MQLs:
The new campaigns tripled the volume of marketing-qualified leads within the first quarter.
✨ Improved Lead Quality:
The sales team reported a 50% increase in the conversion rate from MQL to Sales Qualified Lead (SQL).
💰 Clear ROI Visibility:
With Salesforce integration, the client could finally see the direct revenue impact of their PPC investment.
Why Choose Us
🌳 Strategic Ecosystem:
A single strategist couldn't have achieved this. It required a coordinated POD.
✅ Vetted Experts:
Our team had deep, verifiable experience in B2B SaaS marketing.
🤖 AI-Augmented Intelligence:
We used predictive tools to identify the most valuable audience segments.
📜 Process Maturity:
Our CMMI 5 process ensured a smooth, predictable execution.
👁️ Radical Transparency:
The client had a real-time dashboard showing all key metrics.
🎯 ROI-Driven Focus:
Every decision was tied to the goal of reducing CPA and increasing MQLs.
🔗 Seamless Integration:
We became part of their team on Slack and Jira.
🤝 Guaranteed Talent:
The client was confident from the start, thanks to our trial period.
©️ Full IP Ownership:
They own the high-performing accounts we built for them.
Conclusion
By moving away from a simple "campaign management" mindset to a strategic, integrated POD approach, the client was able to transform their PPC channel from a cost center into a predictable and scalable engine for enterprise growth.