Client
NorthbridgeIndustry
B2B SaaSRegion
Toronto, ONYear
2025Cutting CPL by 60% on a doubled budget.
A logistics-tech company was burning $80k/month on Google Ads with falling efficiency. We rebuilt the account around a true revenue model.
−60%
Cost per qualified lead
3.1×
Sales-accepted opps
$4.2M
Pipeline / quarter
01 / Challenge
Northbridge had grown its ad budget 4× in 18 months, but pipeline had only grown 1.6×. Their ads agency reported on click-through rates while sales leaders reported on missed targets.
02 / Approach
- 01Audited 14 months of spend; found 38% was hitting branded queries Northbridge would have won organically.
- 02Imported closed-won data from Salesforce as the optimization signal — replacing form-fills.
- 03Restructured campaigns by deal size: SMB, mid-market, and enterprise each with distinct pacing.
- 04Replaced the homepage as a landing page with three industry-specific pages.
03 / Outcome
Cost per qualified lead fell by 60% while spend doubled. Sales-accepted opportunities grew 3.1×, and the marketing team retired three internal dashboards in favor of one.
−60%
Cost per qualified lead
3.1×
Sales-accepted opps
$4.2M
Pipeline / quarter