B2B SaaS Lead Generation Case Study

Celayix is a workforce management software provider serving industries like healthcare, security, hospitality, and manufacturing. Their platform simplifies workforce management by streamlining shift scheduling, time and attendance tracking, and enhancing communication between supervisors and staff.

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They struggled to generate leads, so they turned to InterTeam to launch a multi-channel advertising campaign across Google, Bing, and LinkedIn.

After just 9 months, Celayix saw:

• 218% increase in conversion rates
• 25% increase in marketing qualified leads
• 5% decrease in cost per conversion 

In this B2B SaaS Lead Generation Case Study, we will break down the exact steps we took to elevate Celayix's PPC efforts into a steady stream of leads using LinkedIn, Google, and Bing Ads.

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"They have terrific attention to detail and really take the time to explain things. They have provided my team with a lot of direction on PPC. I've really enjoyed working with them!"

Helen Long

Marketing Manager, Celayix

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Why Celayix Chose InterTeam

Before working with us, Celayix’s campaigns were generating a high volume of leads, but very few were qualified. Their past agency had focused heavily on quantity over quality, which drove up CPL without producing results.

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At InterTeam, our approach is the opposite. We emphasize refined targeting and conversion-optimized landing pages. This sometimes means fewer total leads, but the leads are consistently higher quality, resulting in less wasted spend and stronger ROI.

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Another area where they needed support was tracking. Their previous setup left them in the dark with little visibility into what was working. We prioritize strict tracking through Salesforce attribution and Microsoft Clarity. Not only does this make reporting easy, but it also allows us to run tests and optimize campaigns down the line.

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Having worked with us on past campaigns, one of Celayix’s employees was already familiar with our approach and encouraged the team to reach out. As with all new clients, we started with a free audit of their existing accounts.

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The Audit

Celayix’s accounts were a mess. During our audit, we uncovered:

• No monthly reports or transparent optimizations.
• No A/B testing or retargeting.
• No extensions in ads.

Even worse was that their tracking was broken. Their website had custom security codes that blocked tracking signals from firing. With no effort put into reporting, our audit was limited, and optimizations were obstructed.

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Had they had proper tracking and reporting, they would have realized their ads weren't converting, and when they did, it was at extremely high CPLs. During the audit, we narrowed the reason down to two causes:

• Aggressive CTAs that weren't converting for audiences that weren't familiar with the brand.
• Low-quality landing pages that weren't properly conversion optimized

With these problems identified, we pitched them a strategy that included fixing their tracking issues, launching new campaigns on Google, Bing, and LinkedIn with softer CTAs and landing pages focused on lead magnets, and expanding their sales cycle with retargeting ads.

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3-Phase B2B SaaS Lead Generation Strategy

Between our reputation as B2B SaaS Advertising Experts and our comprehensive audit showing them what needed to be done, Celayix made the easy choice of proceeding with our services. They gave us a very clear goal: generate high-quality leads (companies with 25+ employees).

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Here is the exact strategy we used to deliver 25% more qualified leads in less than nine months.

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Phase 1: Target High-Intent, Industry Specific Keywords on Google and Bing for Top of Funnel

The first thing we did was roll out Google and Bing Ad campaigns targeting high-intent, industry-specific keywords for each of Celayix’s target industries. These included:

• Security & Investigations
• Home Healthcare
• Long Term Care
• Hospitality
• Event & Venues
• Manufacturing
• Library

From there, we focused exclusively on keywords that showed a clear purchasing intent, like “security guard scheduling software” or “long term care staff scheduling.” These terms let us zero in on audiences that were actively comparing solutions and minimized wasted ad spend.

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This combination of high-intent keywords and industry specific queries also let us get extremely specific with our messaging, which we leveraged in Phase 2.

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Phase 2: Build Out Industry Specific Landing Pages and Creatives

At this point, our Google and Bing Ads were targeting highly qualified leads, we just needed to meet them with the right message.

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In our experience, B2B SaaS solutions perform better with a slower sales cycle. This is because these types of products tend to be high-ticket operational investments. For this campaign, we wanted to match these top of funnel audiences with softer CTAs, so we introduced a lead magnet strategy.

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Lead magnets are free pieces of content that you offer in exchange for an email sign-up. They aren’t as high-intent as a demo, but they give you enough data to nurture the lead with structured follow-up sequencing.

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We created several different lead magnets for each of our target industries, starting with template assets targeting common search queries like “security guard schedule template” and “security guard schedule.” We then gated this content, requiring users to submit a company email.

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LinkedIn Document Ads were among our top performers. We used the ad format to tease the first two pages of the lead magnets and encouraged users to submit their emails for full access.

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In the end, this shift from aggressive offerings to lead magnets dropped CPLs by more than 150%. Booked demo leads were coming in around $250 to $350 per lead, whereas our new lead magnets averaged $100 per lead.

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Landing Pages and CTAs

During our audit of Celayix's past campaigns, we uncovered that two of the biggest issues holding their campaigns back were aggressive CTAs and low-quality landing pages. This was a terrible combination.

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To address this, we created 91 unique landing pages in Unbounce. We targeted multiple customer profiles while using different CTAs for each group. This allowed us to A/B test both landing page designs and CTAs for conversions.

Some of the CTAs we tested included:

• “Book a Demo”
• “Get a Custom Savings Estimate”
• “Free Trial” CTAs
• Lead magnets (templates, security guard/guides)

Once we had enough data come in, we were able to use Microsoft Clarity to identify which CTAs and design features were driving conversions and prioritized them across our campaigns.

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Phase 3: Retargeting Campaigns

With landing pages optimized, we had a steady stream of leads coming in through our lead magnets. But these were primarily top-of-funnel audiences. The next step was to re-engage them through retargeting campaigns.

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We began by building retargeting audiences from users who visited high-intent pages, particularly Celayix's demo pricing page. Then, we added additional filters to focus only on users who showed high-intent signals, like having spent at least 30 seconds on the website or scrolling halfway down the page.

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From there, we launched retargeting campaigns across LinkedIn and Google advertising channels.

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With LinkedIn retargeting, we used the platform's demographic targeting filters to narrow down to the users that most closely matched the ICP within Celayix's target industries. This allowed us to focus on audiences best suited for the product while cutting out low-intent traffic.

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Meanwhile, we also launched Google retargeting across several channels, including YouTube, Google Discover, and Google Display. This created multiple touchpoints with our target audiences, each providing a subtle nudge further along the sales cycle.

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We tested lead magnet ads on LinkedIn and Google promoting our ebooks and guides to more middle of funnel retargeting audiences, like the scroll and time on page audiences. 

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For higher-intent audiences, we tested ads that pushed for booking a call or a demo, since they were warmer and more likely to be ready to make that jump.

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The Results: 25% More Qualified Leads At Lower CPL

Since partnering with InterTeam in January, Celayix's advertising performance has seen significant improvements: 

• 218% increase in conversion rates
• 25% increase in marketing qualified leads
• 5% decrease in cost per lead

These improvements not only attracted over 25% more MQLs, they also converted some big leads like a US congressman and multiple enterprise companies.

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Work With A B2B SaaS Lead Generation Expert

We helped scale Celayix where other agencies fell short. We tripled their conversion rates and increased MQLs by 25%, and we can do the same for you.

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Don’t settle for agencies that can’t deliver. Book a free strategy call to see how optimized PPC campaigns can start driving results for your business.

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FAQs