How a B2B SaaS Company Increased Paid Pipeline by Over 20% While Improving Efficiency

About

This client is a B2B SaaS platform helping product and growth teams better understand user behavior, engagement, and retention.

Their solution is used by both high-growth startups and larger enterprise organizations to make more data-driven decisions and improve the customer lifecycle through self-serve insights.

‍

Challenge

The client had already built a meaningful presence across paid acquisition channels, but they faced two key challenges:

• Scaling pipeline efficiently, especially from high-intent inbound demand
• Improving cost-efficiency while maintaining lead quality, with a focus on opportunity-stage conversions

Despite strong investment, they wanted clearer revenue contribution from paid programs and better visibility into what was working across regions, audiences, and channels.

‍

Solution

We implemented a full-funnel, experimentation-driven strategy focused on down-funnel impact and pipeline efficiency.

Key initiatives included:

‍

Optimizing Paid Search for Revenue Contribution

We focused on scaling high-intent, non-brand demand capture while maintaining strong coverage on branded terms.

‍

This resulted in:

• Lower costs per click
• Higher conversion rates
• The most efficient paid search performance to date

Next steps centered on increasing qualified “hand-raiser” volume without sacrificing opportunity quality.

‍

Revamping Paid Social for Stronger Conversion Outcomes

We shifted paid social efforts toward conversion-first campaigns and tested new formats designed to drive deeper funnel actions.

‍

Key improvements included:

• Significant gains in return on spend
• Major reductions in cost per lead
• Stronger audience targeting informed by performance insights

‍

Strategic Creative and Messaging Testing

We launched and optimized a wide range of lead generation and conversion-focused creative approaches, aligned with the client’s core product narratives.

‍

Ongoing testing helped identify:

• Which themes resonated most with ideal buyers
• Which formats drove the strongest pipeline impact
• How to apply learnings to future launches across segments

‍

Regional Focus and Sales Funnel Alignment

We concentrated spend in the most efficient regions and strengthened collaboration with sales to improve conversion rates from inbound interest to qualified opportunities.

‍

Results

Within a single quarter, paid channels delivered a step-change in both volume and efficiency:

‍

Paid Search

• Pipeline increased by over 20% quarter-over-quarter
• High-intent inbound conversions grew modestly
• Opportunity-stage volume increased significantly
• Performance marked the strongest and most efficient quarter to date

‍

Paid Social

• Pipeline contribution increased by more than 50% QoQ
• Conversion-focused campaigns drove major efficiency gains

‍

Overall Impact

• Cost per Opportunity decreased by over 10%
• Paid acquisition is now delivering both scalable volume and high-quality pipeline, with clearer attribution to revenue outcomes

‍

Client Feedback

“The AdConversion team really helped us move in the direction our business needed to be and fast. We achieved an incredible cadence of optimizations on a QoQ basis, continuously innovating, reaching our pipeline targets, and driving the quality of leads expected for our team to drive in our current state.” -  Head of Paid

‍