About - This was an AI driven hiring platform for companies to find pre-vetted developers & designers doing an ARR of $3 million.
Problem - Only SEO as an channel was working for getting leads and no paid ads channels was used which was an huge untapped opportunity.
- We had to generate top of the funnel qualified leads using their lead magnets and this audience will trickle down to the next stages of their sales automation journey.
Our Approach & Strategies-
- We experimented with Google ads as an channel but the CPC was exorbitantly high which made the whole channel unfeasible.
- Then shifted to Meta ads to target based on job positions, company names, etc to get them to provide their details in exchange for an Ebook.
- We experimented extensively with various variables like placements, targeting, geographies, age, purchasing power, platforms, creatives to lower down the cost per lead.
- Using our UTM parameter framework we backtracked targeting on ads platform with the quality of leads it generated to further refine on the same.
- We also used the existing customer data to target old customers and also create an lookalike audience of the same.
- Reduced the cost per lead overtime by 30%
- Increased the CTR of ads by 1.5%