Building a Repeatable Demand Engine for B2B SaaS | Case Study

At a Glance


Client	B2B SaaS Company
Location	Europe
Channels	Google Ads, Microsoft Ads, Meta Ads
Budget	€60,000
Timeline	Ongoing engagement

The Challenge

A growing B2B SaaS company with a proven product needed to scale their demand generation beyond what organic and content marketing could deliver. They had experimented with paid ads but struggled to achieve sustainable unit economics.

Long sales cycles – 45-60 day average from lead to closed deal made attribution and optimization difficult
Solution category awareness – The product solved a real problem, but prospects weren’t actively searching for the exact solution
Lead quality variability – Previous campaigns drove signups, but many never converted to qualified opportunities
CAC sensitivity – As a venture-backed company, maintaining healthy customer acquisition costs was critical for fundraising

Our Approach

Phase 1: Funnel Analysis & ICP Definition (Week 1-3)

We started by understanding who actually converts to customers:

Analyzed CRM data to identify patterns in closed-won vs. lost leads
Mapped ideal customer profile: company size, industry, job titles, tech stack
Identified trigger events and pain points that drove purchase decisions
Audited existing conversion tracking and attribution setup

Phase 2: Demand Capture Infrastructure (Week 3-6)

We built campaigns to capture existing demand:

Google Ads:

Category and competitor terms for solution-aware searchers
Problem-aware keywords targeting the pain points the product solves
Brand protection campaigns
RLSA for aggressive bidding on past website visitors

Microsoft Ads:

Mirrored Google structure with B2B audience adjustments
LinkedIn profile targeting for decision-maker titles
Lower CPCs on same queries enabled broader keyword coverage

Phase 3: Demand Creation Layer (Week 6-10)

For prospects not actively searching, we built awareness and consideration campaigns:

Meta Ads:

Prospecting campaigns targeting ICP job titles and company characteristics
Feature education content promoting key differentiators
Case study ads for social proof and credibility
Retargeting funnel: visited site → viewed pricing → started trial

Content Promotion:

Promoted high-performing blog posts and guides to relevant audiences
Lead magnet campaigns for email capture and nurturing
Webinar promotion for bottom-funnel engagement

Phase 4: Lead Quality Optimization (Week 10-16)

Volume without quality creates sales team friction:

Implemented progressive profiling on lead forms
Added MQL scoring based on firmographic and behavioral data
Set up offline conversion imports to feed back closed revenue to ad platforms
Shifted bidding from leads to qualified opportunities

Phase 5: Scale & Efficiency (Ongoing)

With proven unit economics, we focused on efficient scale:

Expanded keyword coverage using search term mining
Tested automated bidding strategies with value-based optimization
Built separate campaigns for SMB vs. enterprise segments
Implemented creative testing frameworks for continuous improvement

Results

Over the first 6 months:

140% increase in qualified lead volume compared to pre-engagement baseline
32% reduction in cost per qualified lead through targeting and quality optimization
€420K+ in pipeline value generated directly attributed to paid campaigns
Repeatable acquisition model with predictable monthly lead flow

The company has since increased paid media investment by 80% based on proven ROI.

Key Takeaways

Capture and create demand require different tactics – Search captures intent; social creates awareness. Both are needed for scale.
Lead quality trumps lead volume – One qualified opportunity is worth more than ten unqualified signups
Offline conversion data unlocks smart bidding – Feeding actual revenue back to ad platforms dramatically improves targeting

Ready to build a scalable demand engine for your SaaS? Book a free audit and we’ll map out the opportunity.