Case-study 100% YoY growth in SQLs from paid campaigns

100% YoY growth in SQLs from paid campaigns

About

The client helps fast-growing enterprises manage digital risk confidently through automated workflows, real-time visibility, and expert guidance—making compliance effortless and growth secure.

Industry

B2B SaaS Security Tech

Company Size

500 Employees

Location

California

“"What stood out most about Spear Growth was their deep expertise in B2B SaaS performance marketing." — Senior Manager - Growth Marketing”
Senior Manager - Growth Marketing

Scope of work

  • Audited and restructured Google Ads campaigns
  • Launched competitor and product-based campaigns
  • Expanded demand generation via LinkedIn
  • Implemented offline conversion tracking setup
  • Scaled campaigns across US, EU, APAC

Key Results

30x
increase in ad spend, expanding across North America, Europe, and APAC
100%
YoY growth in SQLs from paid campaigns
40%
QoQ growth in deals generated from paid campaigns in 2024

Key Results and KPIs Impacted

  • 30x increase in ad spend, expanding across North America, Europe, and APAC
  • 100% YoY growth in SQLs from paid campaigns
  • Complete restructuring of our ad account, making it scalable for a 3x increase in spend
  • 40% QoQ growth in deals generated from paid campaigns in 2024
  • Successful launch, management, and scaling of campaigns for multiple new compliance frameworks
  • Achieved aggressive post-funding growth targets in 2024

Challenges Faced

  • Scaling performance marketing across global markets

  • Low visibility into high-performing segments

  • Unstructured ad accounts limiting scale

  • Need to improve lead quality and pipeline

  • Aggressive post-funding growth targets in the US

Our Approach

  • Account Audit & Restructuring
    Conducted a comprehensive audit of existing ad accounts and fully restructured them—setting up dedicated campaigns for competitors, product lines, and categories to improve segmentation and control.

  • Demand Generation Expansion
    Shifted focus from just lead volume to lead quality by launching LinkedIn campaigns and experimenting with targeting to engage higher-intent buyers.

  • Offline Conversion Integration
    Set up offline conversion tracking to map downstream sales outcomes (like SQLs and deals) to campaign performance, enabling data-driven budget allocation.

  • Quarterly Strategy & Agile Execution
    Collaborated on quarterly plans with clearly defined deliverables, while maintaining flexibility through weekly check-ins and fast pivots based on performance data.

  • Global Campaign Expansion
    Scaled beyond India into the US, then expanded further into EU and APAC regions, tailoring campaign structure, creatives, and targeting for each region’s dynamics.

Highlights and Learnings

  • Strong collaboration; operated as internal team

  • Quarterly planning with weekly check-ins

  • High ownership and proactive problem-solving

  • Identified need for faster adjustments during rapid changes

The Results

  • 30x Increase in Ad Spend
    Confident scale-up of media budget with structured campaigns supporting broader reach across North America, Europe, and APAC.

  • 100% YoY Growth in SQLs
    Paid campaigns doubled their effectiveness year-over-year in generating qualified sales leads.

  • 40% QoQ Growth in Deals (2024)
    Sustained quarter-over-quarter growth in closed deals attributed to paid media efforts, particularly in 2024.

  • 3x Scalability Post-Restructure
    Post-campaign restructure, the account was able to handle 3X budget increase efficiently without compromising ROI.

  • Successful Rollout of New Compliance Campaigns
    Launched, managed, and scaled ad campaigns for several new compliance frameworks, expanding product market fit.

  • Met Aggressive US Growth Targets
    Despite initial projection challenges, Spear Growth adapted strategies rapidly and helped the client meet high growth expectations after funding.

100% YoY growth in SQLs from paid campaigns

Feeling inspired? We’re here to help you get there!

Hiring, training and onboarding is time-taking, and expensive.

At Spear Growth, we understand the needs of the companies in the B2B space. Therefore, we
offer a
complete team of specialists that hit the ground running.

Choose our extended demand generation team growth package and get a strategic presence and
mindset
of the top marketers, while keeping your existing team focused on what they’re best at.

This means more flexibility, zero long-term commitments, strategy-driven growth for your
business.

If this sounds like a good fit for you, get in touch with us today.

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