Pipeline from paid, at half the CAC.

01 — Challenge

Cheap leads, expensive pipeline.

Meridian Labs was buying form fills. Campaigns were tuned for the cheapest lead, sales turned most of them away, and nobody could say which keyword had ever produced a closed deal.

• 1 in 5Paid leads accepted by sales
• 0Keywords tied to closed revenue

02 — Approach

Bid on pipeline, not on forms.

We piped HubSpot deal stages back into the ad platforms so bidding learned from sales-qualified leads, then rebuilt the account around buying intent instead of volume.

1. 01

   Optimise to SQLs

   Offline conversions from HubSpot, so the algorithm chases qualified pipeline, not form fills.

2. 02

   Intent over volume

   Fewer, tighter campaigns built on the problems buyers actually search for.

3. 03

   A page per promise

   One landing page for each campaign theme, tested every week.

03 — Solution

Search that learns from the sales team.

Google and LinkedIn campaigns rebuilt from scratch, offline conversions flowing from HubSpot, and a landing-page programme that ships a new test every week. Budget moves each week toward whatever produced pipeline the week before.

04 — Results

Half the cost, better pipeline.

Every line of the paid-search budget is now judged on the pipeline it creates — and a sales-qualified lead from paid costs about half what it did.

• −48%Cost per SQL
• 1 / weekNew landing-page test