How a B2B SaaS Company Increased Pipeline by Nearly 3X and Tripled Efficiency in One Quarter

About

This client is a B2B SaaS platform serving operationally complex, multi-location hospitality businesses, helping teams streamline internal workflows, reduce waste, and improve cost control.

Their solution enables operators to improve margins, reduce food waste, and manage operations more efficiently across locations.

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Challenge

The team had already built a solid paid media foundation across Search and Social. But they were ready for the next level of growth.

Their focus shifted away from raw lead volume and toward down-funnel performance, specifically:

More Sales Opportunities
More Closed Won deals
More pipeline generated at a predictable cost

To support this new phase, they needed a partner who could evolve their paid strategy into a revenue-aligned acquisition engine, optimized for pipeline efficiency rather than surface-level conversions.

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Solution

Together, we rebuilt their paid media strategy around conversion quality and pipeline impact.

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Key initiatives included:

Doubling down on High-Intent Search
We shifted investment away from underperforming Paid Social channels and focused budget on high-intent Google Search campaigns, capturing existing demand from in-market buyers.
Enhanced Landing Pages for Conversion Alignment
We improved landing page messaging to better reflect high-performing ad themes, increasing conversion rates and reducing drop-off.
Reallocating awareness efforts
LinkedIn was deprioritized after proving expensive and inefficient for the client's ICP. Instead, we planned a pivot to StackAdapt for broader, lower-cost awareness through Display, Native, and CTV, with retargeting layered back into the funnel.
Implementing operational guardrails
To protect campaign performance and stabilize learning phases, we introduced weekly batching of changes, negative keyword sharing, and removed unnecessary campaign restarts.

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