Case Study
3× Leads at −42% CPL — SaaS Company
High cost-per-lead from Google Ads with low conversion to paid customers.
01
Where they were
The client was spending USD 12K/month on Google Search ads with a CPL of USD 280. Fewer than 8% of leads converted to paid customers within 90 days. The sales team was spending too much time qualifying leads that were never going to buy.
02
What we found
Search terms were too broad, capturing research-phase queries rather than decision-ready buyers. The ad copy was generic — nothing in the messaging addressed the specific pain points of the ICP. There was no nurture sequence for leads that did not convert immediately.
03
What we built
We rebuilt the keyword strategy around high-intent commercial terms (product comparisons, alternatives, reviews). We implemented a 12-touch email nurture sequence for non-converting leads. We launched a topical SEO cluster around the product category to reduce dependence on paid.
04
What happened
CPL dropped from USD 280 to USD 163 within four months — a 42% reduction. Qualified lead volume tripled. Customer conversion rate within 90 days improved from 8% to 21%. Organic traffic grew 180% in six months, reducing total paid spend required.