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SaaS PPC: Lower CAC, Higher MQLs

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2024 5 min read Formly
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SaaS PPC: Lower CAC, Higher MQLs

Overview

Rising CAC and limited creative testing.

The Problem

Mixed match-types and poor measurement.

Goals

  • Lower CAC
  • Improve CTR

Approach

  • Campaign restructure
  • Add conversions
  • Test creatives

Solution

Assets for 3 personas

Results

CAC down 28%; CTR up 18%; stronger MQL quality.

-28%
CAC
+18%
CTR

Challenges & How We Solved Them

Challenges

No offline conversions; weak negatives.

Timeline

Project -
Aug 1, 2024 – Sep 15, 2024
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