Cutting a B2B SaaS cost per lead by 61%
Northrail
- -61%
- Cost per qualified lead
- 3.4x
- Pipeline generated
- 22%
- Demo-to-close rate
Challenge
The team was hitting its MQL target every month while sales complained the leads were unusable. Nothing connected ad spend to closed revenue.
Approach
We piped CRM stage data back into Google Ads via offline conversion imports, so the algorithm optimised toward closed-won rather than form fills.
Outcome
Cost per qualified lead fell 61% while total pipeline grew 3.4x. Ad spend stayed flat — the same budget simply bought better leads.
Marketing-qualified leads were cheap. Closed deals were not. We optimised for the second number.