Lowering Cost-Per-Lead for a SaaS Company by issam chakli

Lowering Cost-Per-Lead for a SaaS Company

issam chakli

Growth Marketer

Marketing Analytics Specialist

Marketing Strategist

Google Ads

Google Analytics

Client Overview

Industry: SaaS (Project Management Tool)

Challenge: The company was spending $10,000/month on Google Ads but struggled with a high cost-per-lead (CPL) of $80. The ads were not aligned with buyer intent, resulting in low-quality leads.

Solutions Implemented

Keyword Refinement:

Switched from broad and phrase match keywords to exact match and long-tail keywords targeting specific queries like “best project management tool for small teams.”

Landing Page Optimization:

Redesigned the landing page to focus on a single call-to-action (CTA): “Start Your Free Trial.”

Added testimonials, use-case examples, and a feature comparison chart.

Remarketing Campaigns:

Introduced display remarketing ads to re-engage users who visited the site but didn’t convert.

Ad Extensions:

Added sitelink extensions to highlight features like “Integrations,” “Pricing,” and “Customer Reviews.”

Results

CPL: Reduced from $80 to $55 within 45 days.

Conversions: Increased trial sign-ups by 35%.

ROAS: Improved by 2.5x after optimizing keyword targeting and ad spend.

Takeaway Focusing on high-intent keywords and aligning ad copy with a compelling landing page can significantly reduce acquisition costs while driving high-quality leads.

Like this project