Northwind Logistics Software · Paid Media · Bengaluru
Cutting cost per qualified lead by half for a B2B SaaS platform
Importing CRM outcomes into the ad platforms changed what the algorithms optimised for — and halved the cost of a lead sales actually wanted.
- -51%
- Cost per qualified lead
- +2.4x
- Qualified pipeline
- 18.6L
- Wasted spend removed
- 71%
- Sales-accepted rate
The challenge
Paid search delivered volume, but sales rejected most of it. The ad account was optimising toward form fills, and form fills were not the product.
What we did
We rebuilt tracking to send qualification status back from the CRM, restructured campaigns around problem-aware search terms, and cut the branded spend that was harvesting demand it did not create.
The outcome
Raw lead volume fell. Qualified pipeline rose. The team now reports on cost per opportunity rather than cost per lead.
Want results like these?
Tell us the number you need to move and we will tell you honestly whether we can move it.