How a Technical Hiring SaaS Achieved Their Strongest Demo Quarter of the Year — with $100K+ in Pipeline from Paid Social

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About

Our client is a leading technical hiring platform that enables engineering teams to assess candidates’ real-world skills in a collaborative, coding-focused environment. Used by high-growth companies and enterprise teams alike, their platform helps hiring managers move faster, reduce bias, and make smarter hiring decisions at scale.

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Challenge

Despite a strong brand and a loyal customer base, the client wanted to generate more pipeline from paid social. They’d seen early traction from webinars and demo ads, but conversion rates were inconsistent, and demo requests often lacked clear intent. Heading into Q3, they needed a strategy that could:

• Drive more high-quality demo requests
• Improve pipeline efficiency
• Expand reach across key personas, including both engineering and talent acquisition teams

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Solution

We focused Q3 efforts on building an efficient, high-converting paid social engine while experimenting with new creative formats and offers.

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1. Doubled Down on High-Intent Formats

Lunch & Learn demo offers delivered qualified leads from the right accounts and job titles. We paired this with strong social proof — logos and customer outcomes — to increase trust and drive higher intent from the start.

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2. Scaled Top-Performing Ad Formats

We tested and scaled Thought Leader Ads, which drove standout results across every key efficiency metric: the highest CTR (5.29%), the lowest CPC ($0.61), and the longest dwell time (18s). These ads featured authentic voices from the client’s team, building brand affinity at a fraction of the cost of traditional formats.

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3. Diversified Creative and Campaign Types

We launched webinars and Document Ads to attract mid-funnel prospects, then built follow-up sequences designed to convert. New video creatives and ad angles were introduced based on competitive analysis, keeping the content mix fresh and relevant across personas.

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4. Identified and Removed Conversion Blockers

We audited the full landing page experience and flagged excessive form fields as a key friction point. While form changes were scoped for Q4, this insight immediately shaped optimizations across both social and search campaigns.

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Results

By aligning channel strategy, ad formats, and creative around pipeline impact, Q3 became the most efficient growth quarter of the year — and set the stage for even bigger bets in Q4.

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