Fixed attribution and rebuilt paid + SEO to lower CAC and grow qualified demos.
−34%Cost per qualified demo
2.1xOrganic pipeline
+47%Demo-to-close rate
The challenge
Where they started
A SaaS platform was spending heavily on Google Ads but could not tell which campaigns produced pipeline. Demos were plentiful but low quality, and organic traffic had stalled.
What we did
The approach
Rebuilt tracking and CRM attribution to pipeline and revenue
Restructured Google Ads around high-intent, qualified terms
Added qualifying steps to lift demo quality
Launched an SEO + AI-search content programme on buyer questions
The outcome
The result
Cost per qualified demo fell 34%, organic pipeline doubled within a year, and tighter qualification lifted the demo-to-close rate by 47% — making pipeline predictable for the first time.
“For the first time we can see exactly which marketing creates pipeline. That changed how we invest.”
VP MarketingB2B SaaS Platform
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