Multi-Channel Performance Marketing Case Study
7x Increase in Leads And Cut Cost Per Lead by 87% With LinkedIn, Reddit, and Google Ads
About
codev
CoDev offers a service that helps companies hire talented, outsourced developers, SDRs and support staff from the Philippines.
The service worked and they were getting booked meetings via their SDRs. But their inbound advertising wasn’t getting the job done. CPL was high, lead quality was low, and there was no system in place to turn form fills into real opportunities.
Then InterTeam stepped in. We launched a multichannel campaign using LinkedIn, Reddit, and Google.
The results came fast:
- $10,000 deal + ROI Positive in the first month.
- 7x increase in total leads.
- 87% drop in cost per lead.
- $80,000 in pipeline within three months.
It’s safe to say that CoDev were very happy about their performance. They even made a post thanking us for our work on LinkedIn.
Why CoDev Chose InterTeam as their Performance Marketing Agency
CoDev's problem was twofold. They needed to reduce their cost per lead, while also improving their overall lead quality. They wanted to target an audience that was in-market for their service.
They decided to schedule an advertising strategy call with InterTeam because of their reputation as a top B2B advertising agency with a strong track record of helping companies scale through multichannel campaigns. They also loved our emphasis on lead quality.
We offered exactly what they needed, and we proved it with a tailored pitch that provided solutions to their problems.
The Problem: High CPL, Bad leads, No Deals
As part of our pitch, we offered a full audit of their ad accounts. This is something we offer for free while most agencies do this in their first week of services.
Right away we noticed unnecessary ad spend that included more than $600 targeting 65+ age range, $450 on low-income segments, and $1,400 on low-quality Display placements. And that was just the beginning of their problems.
During the audit, we identified a few key areas that needed improving:
- Lead quality was low. Most contacts weren’t very strong, mostly gmail and yahoo emails.
- Attribution and conversion tracking was messy. Leads were not attributing to the ad campaigns.
- There was no retargeting. Leads that showed interest weren’t being retargeted, leading to low conversion rates.
- The funnel wasn’t scalable. The strategy lacked structure and focus.
Our conclusion was clear. CoDev needed to shift how they structured their paid ad campaigns. They needed a full-funnel system reboot to lower cost per lead, improve lead quality, and generate real pipeline for their services.
Our Game Plan: A Full-Funnel Digital Advertising Strategy
We rolled out the campaign in three phases. The first was to generate volume, while the second and third were all about refining targeting, improving lead quality, and nurturing those leads to increase conversion rates.
The first step was building targeted top of funnel campaigns on Reddit, Google, and LinkedIn. Each platform played a different role, and we made sure to use them that way.
Our playbook was built to:
- Launch high-intent Google Search campaigns for top of funnel.
- Launch Reddit Ads campaigns targeting high intent communities.
- Launch LinkedIn Ads campaigns targeting high quality leads.
- Launch multichannel retargeting campaigns to increase conversion rates across the board.
Reddit helped us test creative fast. Google caught high-intent traffic. LinkedIn gave us direct access to decision-makers. We didn’t try to force a single message across all channels. We leaned into what each platform does best.
Here’s how we phased it out:
- February: Launched Reddit and Google Ads to start generating volume
- March: Brought LinkedIn into the mix and tightened targeting
- April: Focused on follow-up to get more of those leads into actual sales calls
We didn't try to force everything all at once. We launched quickly and developed a road map that could be adjusted as the data came in. We tested fast and made small tweaks throughout the campaign to capitalize on what was working. The result was immediate and steady growth.
Here’s a closer look at how each channel performed across our three-phase structure.
Phase 1: Lead Generation Across LinkedIn, Reddit, and Google Ads
Reddit Ads: Quick Testing and Clear Wins
Why We Used It
Reddit Ads aren’t the usual pick for B2B marketers, and that’s exactly why it worked. With lower saturation and more cost-effective placements, it gave us a chance to test messaging quickly and find what resonated before rolling it out on higher-cost platforms.
Our Strategy
We targeted niche subreddits where sales and marketing leaders hang out.
Places like:
- r/saasmarketing
- r/b2bmarketing
- r/sales
- r/leadgeneration
We didn't use flashy graphics. Just plain-text ads with sharp copy around the real pain points of building sales teams.
One of our top performers? A real client testimonial with an amazing hook:
That line started on Reddit. But we repurposed it, and it ended up becoming one of our best LinkedIn ads as well.
Another high performer was a simple comparison creative that compared the CoDev SDRs with in-house sdr teams. This ad was effective because the messaging was simple and straight forward: “Our SDRs are way better than yours and cost much less”.
Results From Reddit Ads
Reddit helped us find our voice. The campaigns were slow to start, but once we found the right audience targeting and tightened the messaging, CPL dropped by more than half and leads increased by 3.5x from March to April. The platform helped shape the campaign’s creative direction and gave us winning lines we reused elsewhere.
Google Ads: High-Intent Traffic That Converts
Why We Used It
When it came to the B2B Google Ads Strategy, our focus wasn't on volume. It was about catching buyers already in the market. These were people searching for exactly what CoDev offers. The goal here was simple: get in front of them before competitors did.
What We Ran
We built focused search campaigns around high-intent keywords focused on solutions for sales and sdrs that included terms like “outsourced” to indicate that they are open to outsourcing solutions.
To support it, we layered in retargeting across Google Display, YouTube, and Discovery. That kept CoDev top-of-mind for anyone who visited the site or clicked an ad.
Our Results
Performance started strong in February, dipped in March while we tested new variants, and then rebounded hard in April once we tightened targeting and cleaned up the copy. After the reset, CPL dropped by over 60% month over month and they closed a deal off of one of our opportunities.
Google didn’t bring in the most leads, but it brought in some of the best ones, with multiple opportunities being generated from the platform.and it gave us clearer data on what messaging worked at the bottom of the funnel.
LinkedIn Ads: Lower Costs, Better Leads
Why We Used It
CoDev already had a LinkedIn Ads strategy before we joined. The leads were relevant but expensive, and inconsistent. In March, they handed us the reins to fix the creative, the targeting, and the results.
What We Launched
We tested multiple formats to see what would stick:
- Conversation ads with automated booking CTAs.
- Image ads built off our top-performing Reddit copy.
- Testimonial-image ads using real feedback.
- Spotlight and text ads to boost visibility without overspending.
Our targeting zeroed in on director-level and above in sales, growth, and biz dev roles. That helped eliminate unqualified clicks and focus on people who actually make hiring decisions.
What made the biggest difference were the conversation ads. These were the big winners and immediately drove performance once we dialed them.
Our Results
When we took over, LinkedIn CPL was hovering around $185, and most leads weren’t going anywhere. By April, it was down to $55 per lead. We doubled lead volume, tightened targeting, and started pulling in stronger fits for sales.
By April, LinkedIn ended up being the campaign’s highest-volume channel, and one of the most cost-effective once optimized.
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Phase 2: Fixing the Funnel With Smarter CRO
By March, we had the traffic and lead volume where we wanted it. But too many of those leads were stalling out after clicking. Instead of pushing for more traffic, we turned our attention to getting more from the traffic we already had.
So we ran a full conversion rate optimization audit on the landing page.
What We Found
A few issues stood out right away:
- The CTA button was buried way too far down the page, especially on mobile. Most users never even saw it.
- The form felt clunky. The field order didn’t flow naturally, and it created friction right at the moment people were ready to convert.
- Even worse, the reCAPTCHA was broken on certain devices. That killed conversion even for high-intent visitors.
How We Fixed It
We optimized the form on the landing page making the following edits:
- Moved the CTA higher up so it showed above the fold on all devices.
- Reduced the form fields and tweaked the copy for clarity.
- Fixed a reCAPTCHA issue that caused form not to submit.
That’s it. Nothing fancy. Just small, smart fixes based on actual user behavior.
Results: 49% More Conversions, No Extra Spend
Once the new version went live, the difference was immediate. The conversion rate jumped from 8.88% to 13.22%, without spending a dollar more on ads.
The traffic stayed the same. The budget stayed the same. The results got better just by removing the friction.
Phase 3: Turning Interest Into Booked Calls With Simple Automation
By April, the front end of the funnel was working. We were getting volume. Lead quality was up. The forms were converting. But the handoff to sales was falling flat.
Leads were coming in, and then going cold.
We dug into the follow-up and found the gap fast: there was no real system in place. A few emails were going out, but they weren’t consistent, and they weren’t doing much to push leads toward the next step.
The Fix: A Simple Follow-Up Flow
We built a short automated sequence to guide people from from fill to booked call. Nothing complicated, just a low-lift system to keep the conversation going without extra work from the sales team.
Here’s what we changed to improve booked meetings:
- Thank-you follow-up email with a meeting link.
- Calendar embed to the thank you page.
- Follow up nurture sequence after the initial follow up.
That’s it. But it worked.
By giving leads a clear next step and keeping the line warm, we helped convert interest into action.
Results: 87% Drop in Cost Per Opportunity
Seven new pipeline opportunities came in April alone. It was more than February and March combined. Cost per opportunity dropped by $9,000, and booked meeting rates doubled.
The traffic and targeting were already strong. We just needed the follow-up to match.
Final Results: A Scalable Digital Marketing Engine for CoDev
By the end of the three-month rollout, the inbound system was working. We were getting better leads, spending less to get them, and converting more of the traffic we already had. Here's how it played out:
- 161 leads, a 7x increase.
- 87% drop in cost per lead.
- 12 opportunities, a 6x increase over all-time .
- $80,000 in pipeline within three months.
- ROI positive in 1st month
Bottom line: once the system was in place and the basics were dialed in, results followed. CoDev now has a steady flow of qualified leads and a setup they can actually scale.
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