InterTeam

How a Healthcare SaaS PPC Strategy Tripled Leads for Empeon
InterTeam Marketing released a new case study showing how a multichannel healthcare SaaS PPC strategy helped HR and payroll provider Empeon triple monthly lead generation while reducing cost per lead by 42 percent.

The campaign combined search advertising, lead magnet campaigns, and LinkedIn retargeting to create a scalable pipeline in a highly competitive healthcare SaaS market.

About Empeon: A Healthcare HR and Payroll Platform
Empeon is a healthcare HR and payroll platform designed for nursing homes, skilled nursing facilities, and other healthcare providers.

Like many healthcare SaaS companies, Empeon struggled to generate inbound leads through paid acquisition, which led them to partner with InterTeam.

After just 8 months, Empeon experienced:

• 3x increase in monthly leads
• 42% decrease in CPLs from search campaigns
• $137,000 in pipeline generated

InterTeam achieved these results through a coordinated SaaS PPC strategy built around integrated campaigns across Google, Bing, and LinkedIn Ads.

The Challenge: Scaling Lead Generation for Healthcare SaaS
Empeon had used paid advertising before but struggled to generate leads at a scalable cost. They knew they needed a PPC partner that could focus on lead quality through structured, cross-channel execution.

The core challenge was identifying which channels could deliver qualified leads at a cost that allowed the campaigns to scale.

The Solution: A Multichannel Healthcare SaaS PPC Strategy
To solve this, we built a three-phase multichannel PPC strategy across Google Ads, Bing Ads, and LinkedIn. The campaigns were supported by dedicated landing pages, lead magnets, and retargeting designed to capture both high-intent and research-stage buyers.

We ran daily testing, pausing underperforming campaigns and scaling those that generated leads, so budget focused on the channels and creatives actually driving pipeline.

Phase 1: Launching Google Ads
We started with high-intent search campaigns on Google Ads, followed by campaigns promoting lead magnet offers.

In total, we launched 55 campaigns and 5,600 ads using the following two strategies.

High Intent Keyword Targeting
The first strategy focused on industry-specific keywords that signalled active evaluation. For Empeon, this meant keywords focused on payroll, workforce management, staffing, and scheduling for healthcare services.

We used exact match targeting to ensure our ads reached only in-market audiences while avoiding low-intent searches that can come from broad or phrase match targeting.

We then matched these keywords with dedicated landing pages built around different keyword themes. In total, we created over 40 landing pages with more than 100 different variations, allowing us to maintain a consistent conversion experience across ads and landing pages.

Lead Magnet Led Offers
We also created six lead magnet pages, each promoting a different guide related to individual services that Empeon provided.

These lead magnets allowed us to capture leads from lower intent, informational searches. Each page was optimized for the keyword being targeted, which produced higher conversion rates at lower CPLs.

On the landing page, we structured form fields to collect meaningful context while requiring business email, allowing us to better qualify leads before moving them to the next stage of the sales cycle.

Phase 2: Pivoting from Google to Bing
After launching Google Ads, Empeon saw a 3x increase in lead volume. However, Google’s high CPCs meant these leads were coming in at higher CPLs than we would have liked, making it difficult to scale lead generation on the platform.

This led us to look at Bing as an alternative channel, and we started migrating our Google Campaigns over to Bing Ads.

The results were immediate, including:

• 42% lower CPLs
• 31% lower average CPCs
• The leads coming through Bing Ads were also extremely high quality, and the platform quickly became our top performer.

Despite having less search volume compared to Google, we were generating similar lead volumes through Bing Ads at significantly lower costs, all while using the same tactics we were running on Google.

As a result, we shifted more budget from Google to Bing.

Phase 3: Launching LinkedIn Ads
The next phase of the strategy involved launching top-of-funnel and retargeting campaigns on LinkedIn.

We used the platform’s job title, seniority, and company-level targeting to focus distribution around Empeon’s ideal customer profile. For these campaigns, we layered in retargeting lists to ensure our ads reached decision makers who had already shown intent through search.

ToFu Awareness Campaigns

We started by launching text and spotlight ads. These are simple ad placements that appear on LinkedIn’s right rail, making them effective for maintaining low-cost exposure among the platform’s high-intent desktop users.

While these ad formats generate a lot of impressions, they rarely ever get clicked. This makes them effective for maintaining brand visibility while avoiding LinkedIn’s high CPCs, making them ideal for Empeon’s top-of-funnel campaigns.

Retargeting Campaigns
We also used LinkedIn to retarget high-intent website visitors who had previously interacted with the site. These were users who had visited a high-intent page or had otherwise shown clear purchase intent on our website.

We then layered in job function, seniority, and company-level targeting on top of these retargeting audiences so ads were only shown to users who matched Empeon’s ICP.

For the ad format, we used LinkedIn Document Ads to promote the staffing and scheduling lead magnets we were already using in our search campaigns. We then combined it with LinkedIn’s native Lead Gen Form to capture leads directly on the platform.

This reduced the friction of sending users to an external landing page, allowing us to capture leads that might otherwise have been lost after the first visit.

The Results: 3x Lead Growth and 42% Lower CPL
Once Bing and LinkedIn Ads were fully operational, Empeon saw an immediate lift in both lead volume and sales opportunities, including:

• 82% lower CPL on Bing compared to Google
• 191% increase in total leads generated through Bing and LinkedIn compared to Google
• 7x increase in opportunities month over month
• Over $137,000 in pipeline generated

For a more detailed breakdown of the campaign, check out the full case study on InterTeam Marketing’s website.

​Images and campaign performance charts created by InterTeam Marketing.

https://www.interteammarketing.com/case-study/b2b-advertising-for-healthcare-saas

InterTeam Marketing released a new case study showing how a multichannel PPC strategy helped AI tax research platform Accordance generate 119 qualified leads and become ROI positive within the first month.

The campaign combined Google Ads, Bing Ads, LinkedIn Ads, and conversion-optimized landing pages to build a scalable pipeline in a highly competitive AI tax software market.

About Accordance: An AI Tax Research Assistance
Accordance is an AI assistant for tax research. Its target audience includes tax experts and tax teams at accounting firms.

The tax research market has historically been dominated by three enterprise platforms backed by billion-dollar companies. Accordance needed an advertising partner to help them stand out.

InterTeam delivered:

• $15,000 in revenue in month one
• $60,000 in pipeline within six weeks
• 119 qualified leads generated in two months

The Challenge: Scaling Paid Media in a Competitive Market
Accordance was competing with multibillion-dollar companies and well-funded AI startups. Despite market opportunities, they struggled to generate leads through paid advertising.

Their core challenge was standing out in a highly competitive field while driving leads at scalable costs.

The Solution: Targeted Google and LinkedIn Ads
To compete in the tax research market, we launched a three-phase paid media strategy across Google Ads, Bing Ads, and LinkedIn Ads, targeting high-intent audiences through a coordinated branded, competitor, and retargeting strategy.

Phase 1: Google and Bing Search Campaigns
We started by launching search campaigns on Google and Bing, focusing on high-intent search terms and competitor audiences while protecting our own bottom-of-funnel leads with branded campaigns.

Branded Campaigns
There are many competitors in the tax research industry, all bidding on each other’s branded keywords. To protect Accordance’s bottom-of-funnel traffic, we launched branded campaigns focused on keywords with the highest purchase intent.

Throughout the campaign, these began converting at nearly 10%, with inbound leads scaling as the campaign went on.

High Intent Keyword Targeting
At the same time, we targeted high-intent AI tax research and AI tax professional keywords. These industry-specific terms indicated active evaluation and centered on tax tools, tax software, and tax professionals.

Competitor Keyword Targeting
The final set of keywords we targeted was competitor terms, focusing on those with high-intent qualifiers like pricing, review, tax research, software, and alternative.

Through this strategy, we targeted our competitor’s bottom-of-funnel audiences, gaining exposure among users who were ready to convert.

Phase 2: LinkedIn Ads Campaigns
While our search campaigns began generating leads, they were not converting because Accordance’s website was not optimized for conversion. To counter this, we launched LinkedIn Ads using the platform’s native lead gen form to capture leads without sending users to the website.

Spotlight Ads
We started with spotlight ads to generate cost-effective exposure among the platform’s high-intent website audiences. While we typically use this format to maintain exposure over long sales cycles, it generated several direct leads for Accordance.

Within the first six weeks, spotlight ads generated 18 qualified leads at an average cost per acquisition of $13.22 per lead.

Conversation Ads
At the same time, we launched conversation ads to create tailored flows that responded to the lead’s reply directly in their inbox.

Thanks to the personalized format, conversation ads generated 20 leads within six weeks, including the 6th largest firm in the USA. This was impressive considering we excluded the top four firms, which were developing in-house solutions.

Video and Image Ads Retargeting
The final ad formats we launched on LinkedIn were video and image retargeting ads. We used these to showcase the Accordance platform and testimonial quotes from other tax accountants.

We attached LinkedIn’s native lead gen form to these ads to remove the friction of an external landing page and collect user contact information directly from their LinkedIn profile.

This gave audiences who had already shown interest in the product the final push they needed to convert.

Phase 3: Landing Page Optimization
Leads were coming in from LinkedIn, but we still wanted to capitalize on the high-intent traffic from our search campaigns. To do this, we created external landing pages in Unbounce to test conversion paths outside the limitations of the Accordance website.

We created 13 landing page variants that began converting at 10%, about five times the industry benchmark.

The Results: ROI Positive in Month 1
For Accordance, the results of our AI SaaS PPC strategy were instantaneous. They included

• ROI positive in month one
• Over $15,000 in closed revenue within the first 30 days
• $60,000 in pipeline generated within six weeks
• 119 qualified leads generated in six weeks

For a more detailed breakdown of the campaign, check out the full case study at the link below.

https://www.interteammarketing.com/case-study/google-and-linkedin-ads-for-ai-software

Sometimes, all it takes is a few tweaks to see major results. In Coefficient’s case, refining their Google Ads strategy led to double the sign-ups in just two months and set the stage for even greater growth ahead.

Coefficient is a SaaS company that offers a data integration and analytics solution that brings all your business data straight into Google Sheets. By connecting platforms like Salesforce, HubSpot, and other databases directly to your spreadsheets it eliminates the need to juggle multiple tabs and tools. The software provides real-time insights right where you already work—so you can spend less time on manual tasks and more time making data-driven decisions.

This case study explains how we optimized Coefficient’s Google Ads campaigns to significantly increase sign-ups while lowering CPCs and CPLs.

How the Project Started
Coefficient was already seeing strong results from Google Ads, thanks to their in-house growth advertiser. However, they recognized there might be room for further improvement. They needed someone with deep expertise with Google Ads and experience in B2B SaaS—someone who could bring a fresh perspective along with a deep understanding of the strategies required to enhance their campaigns.

That’s when they brought in InterTeam. The first task was to conduct a thorough review of their existing ad accounts to identify any untapped opportunities to further improve their performance.

InterTeam doubled our weekly conversions in just four months, improving TOFU metrics, including CTRs, impressions, and impression share. They’re responsive, timely, and flexible, and their profound knowledge and expertise allows them to adapt quickly.

—Hannah Recker

Auditing Their Ad Campaign
During our audit, we uncovered a few key issues that were holding Coefficient’s campaigns back. For instance:

• Roughly $25k spent on 18 to 24, and 65 demographics
• Over $21k allocated to lower-income thresholds
• $15k directed to “optimized targeting” in retargeting campaigns—meaning the budget was spent outside their target audiences

Another issue we found was that their conversion tracking was not set up correctly. Some conversions were firing multiple times for a single conversion, while others didn’t register at all. This led to an 18% inflation in reported conversions, making it tough to get a clear view of actual campaign performance.

We also found plenty of things they were doing right. For example, Coefficient had a solid overall campaign strategy that targeted individual connectors. This focused approach was a clear plus and showed real insight into their audience segments.

Adjusting Coefficient’s Google Ads Strategy
Coefficient’s existing strategy was already on the right track, so we didn’t want to overhaul it completely.

Instead, we focused on refining it so it would execute more effectively.

Lowering CPCs and CPLs with Better Segmentation and Ad Copy
We developed new versions of Coefficient’s best-performing campaigns with better ad group segmentation across Google Ads—Search, Display, and YouTube.

Originally, each campaign featured just two ad groups: one for Excel and one for Google Sheets. This meant each ad group had too many keywords. An overly broad ad group can lower ad relevancy scores, which often leads to higher cost-per-click (CPC) and higher cost-per-lead (CPL).

To solve this, we expanded from two ad groups to 10 – 20 per campaign, each tailored to how users might search for Coefficient’s solution. This allowed us to tailor our ads to be keyword optimized for the group of keywords in that particular ad group, which improved our ad relevancy and conversion and reduced our CPCs and CPLs.

Retargeting High-Intent Website Visitors to Increase Conversion Rates
We introduced a range of new audiences—while excluding those that no longer aligned with Coefficient’s goals—and ended up creating over 350 custom retargeting audiences. By honing in on more relevant user segments, we were able to maximize the campaign’s impact where it mattered most.

Before, Coefficient’s low-budget retargeting campaign funneled 90% of spend into “optimized targeting”. This meant they were showing a ton of ads to audiences outside of their targeting parameters. We completely restructured their approach, creating a super-refined retargeting campaign that focused on users who had signed up for free trials and pushed them to install the extension—one of Coefficient’s key objectives.

We also launched campaigns targeting high-intent audiences like users who visited high-value pages (pricing, free trial, demo) but didn’t convert. By capturing these visitors, Coefficient could re-engage potential customers who were already showing strong interest and guide them one step closer to completion.

Expanding Their Reach with an Omnichannel Approach
In addition to refining Coefficient’s retargeting efforts, we launched YouTube, Responsive Display, Demand Generation, and HTML5 Ads. This gave our campaigns a good variety in terms of the creatives we were using and improved our overall conversion rates with an omnichannel approach.

Tackling the Conversion Tracking Issues
Early on, we discovered that conversion tracking wasn’t working as expected. Campaigns weren’t capturing data accurately—even though the problem had been flagged during our initial audit. At the same time, we were setting up new parameters for more advanced conversion events, like software installations.

These events were based on custom triggers built by Coefficient’s developers, and they were further complicated by the fact that the action took place within Google Workspace. To resolve this, we worked closely with both the Google Ads conversion tracking team and Coefficient’s in-house developers, meticulously ironing out every detail until the tracking finally worked as intended.

Once these fixes were in place, we could optimize campaigns for down-funnel conversions—not just free trials. By accurately tracking installations and user interactions, we gained a clear picture of how campaigns were really performing and where to focus future efforts.

Doubling Coefficient’s Weekly Conversions in 2 Months
It took just two months for our efforts to show tangible results. By refining Coefficient’s strategy, we saw improvements across the board:

• 2x their weekly conversions
• 633 Free Trial Sign-ups between September 2024 and January 2025
• Started tracking down funnel conversions like 132 App installations

Many businesses run their own ad campaigns—often with decent returns. But having an outside perspective from professionals who live and breathe growth marketing can unlock entirely new levels of performance.

7x Leads & 87% Lower CPL For B2B Outsource Service
CoDev: 7x Leads, 87% Lower CPL via Multi-Channel Performance Marketing

InterTeam Marketing partnered with CoDev, an outsourced talent provider, to resolve high CPL and poor lead quality in their inbound advertising.

Challenge: CoDev faced inefficient ad spend, low-quality leads, messy attribution, and an unscalable funnel that prevented conversion into real opportunities.

Solution: We launched a three-phase, full-funnel digital advertising strategy across LinkedIn, Reddit, and Google Ads, enhanced by CRO and sales automation.

Phase 1: Lead Generation:

• Reddit Ads: Used for rapid messaging tests in niche B2B subreddits, leading to a 3.5x lead increase and over 50% CPL reduction.
• Google Ads: Focused on high-intent search campaigns, delivering high-quality leads and opportunities with a CPL drop of over 60%
• LinkedIn Ads: Revamped CoDev’s strategy, cutting CPL from $185 to $55 and doubling lead volume, making it our highest-volume channel.

Phase 2: Funnel Optimization (CRO): Simple fixes to landing page issues (CTA placement, form friction) led to a 49% conversion rate increase (from 8.88% to 13.22%) with no extra ad spend.

Phase 3: Automated Booked Calls: Streamlined sales handoff with an automated follow-up sequence. This resulted in 7 new pipeline opportunities in April, an 87% drop in cost per opportunity, and doubled booked meeting rates.

Results: Within three months, InterTeam delivered:

• A 7x increase in leads (161 total).
• An 87% drop in cost per lead.
• A 6x increase in opportunities (12 total).
• Over $80,000 in pipeline.
• ROI positive within the first month.

Jamie Elgie, CoDev’s GM, praised our work: “What sets Cole apart isn’t just the numbers… it’s his hands-on, detail-obsessed approach… He doesn’t ‘set and forget’ like most do. Cole micromanages every aspect of the account; testing, refining, and optimizing constantly. He treats every dollar we spend like it’s his own, and it shows.”

Check out our case study on our website to read more about our work with CoDev!
https://www.interteammarketing.com/case-study/multi-channel-performance-marketing

InterTeam Marketing released a new case study showing how a targeted SaaS PPC strategy helped presentation software company TeamSlide increase trial sign-ups by 23x while significantly reducing cost per lead.

The campaign combined high-intent search campaigns, competitor keyword targeting, and cross-channel retargeting across Google Ads and Reddit to build a scalable acquisition channel.

About TeamSlide: A PowerPoint Slide Library SaaS
TeamSlide is a PowerPoint slide library platform that integrates with existing content systems, allowing teams to quickly find, update, and share the right slides. It keeps presentations on-brand and saves hours lost digging through folders.

They competed in a highly competitive industry and struggled to stand out against more established competitors, so they brought in InterTeam.

After three months, we had put together some impressive results:

• 23x more sign-ups
• Lowered CPL by $676
• Multiple weekly booked meetings
• InterTeam achieved these results through a coordinated SaaS PPC strategy built around accurate conversion tracking, high-intent keyword targeting, and retargeting across Google Ads and Reddit campaigns.

The Challenge: High CPLs and Broken Conversion Tracking
TeamSlide had been running paid ads, but they weren’t working. CPLs were high, leads were not converting, and their conversion tracking was broken. This made optimizing their campaigns nearly impossible.

We conducted an audit and found several core issues limiting performance, including:

• Conversion tracking errors caused by embedded forms and cookie consent settings
• Keyword targeting focused on low-intent searches
• Competitor ads appearing above TeamSlide for branded searches
• No retargeting campaigns to capture visitors who had already shown interest
• The Solution: A Targeted SaaS PPC Strategy Across Google and Reddit
• To solve this, we created a three-phase SaaS PPC strategy. The plan focused on fixing conversion tracking and data integration, launching high-intent keyword campaigns on Google Ads, and building retargeting campaigns across Google and Reddit to re-engage interested visitors.

Phase 1: Fixing Conversion Tracking
During our audit, we uncovered several issues blocking conversion tracking. These included:

• An iframe blocking conversion tracking from their Calendly form
• A broken cookie consent form automatically denying permission
• An incorrectly formatted cookie banner
• To fix the problem, we restructured their conversion tracking. We removed the iframe blocking conversions, optimized their cookie banner for approvals, and set default consent settings to allow cookies for visitors.

Phase 2: Launching Google Ads Campaigns
Once tracking was fixed, we shifted focus to search campaigns on Google Ads. These campaigns targeted high-intent keywords to attract in-market audiences actively conducting product research.

Our keyword strategy focused on three primary keyword themes:

High Intent Keyword Targeting
We started with industry-specific keywords that indicated active evaluation. These were organized into three core themes:

PowerPoint Slide Library
PowerPoint Slide Manager
PowerPoint Management
We then segmented campaigns by broader research queries and high-intent searches to sharpen targeting and improve campaign efficiency. This approach helped boost click-through and conversion rates.

Competitor Keyword Targeting
We also targeted competitor keywords focused on high-intent search terms. These included queries with modifiers such as alternative, review, and pricing, which signal users actively comparing solutions.

By targeting these keywords, we were able to capture competitor traffic at the moment users were evaluating alternatives.

Branded Keyword Targeting
At the same time, we launched branded campaigns targeting TeamSlide’s own search queries. This ensured they stayed at the top of their own search results, protecting bottom-of-funnel leads from competitor bidding.

Phase 3: Retargeting Campaigns Across Google and Reddit
With search campaigns generating high intent leads, we then shifted focus to retargeting campaigns to bring back qualified audiences who had shown interest but didn’t convert. These included users who had visited key pages such as pricing, demo, or free trial pages.

We launched campaigns on Google Display, Demand Generation, and Reddit Ads, using HTML5, video, and image creatives.

Despite smaller budgets and tighter audiences, these retargeting campaigns boosted conversion rates across all channels, giving TeamSlide a scalable strategy.

The Results: 23x More Sign-Ups and a Dramatic Drop in CPL
With conversion tracking fixed and Google and Reddit Ads fully operational, TeamSlide saw an immediate boost in paid advertising campaigns.

Results included:

• CPL dropped by $676
• 23x more sign-ups
• Multiple weekly booked meetings by month three
• For a more detailed breakdown of the campaign, check out the full case study on InterTeam Marketing’s website.

Rise Vision offers cloud-based digital signage software that enhances communication across various sectors. Their platform empowers organizations to create, manage, and deploy content across multiple digital displays, with over 600 customizable templates.

Despite their strong offering, they were spending a lot of money on Reddit ads with minimal returns. In just four months, we transformed their strategy—delivering nearly 1 million impressions, reducing their cost per signup by 63%, and generating high-quality B2B SaaS leads at a fraction of the cost.

Here’s how we made it happen.

Why They Chose InterTeam: Success With Google Ads

Originally, Rise Vision found us while searching for the best B2B SaaS-paid advertising agencies. We pitched them on Google and had a lot of success. In just the first two months of working together, we made quite an impact.

Here are some results:

• Generated Over 118 Trial Sign Ups on Google
• Generated 10 opportunities on Google (their 1st from paid ads)
• Generated over 65 leads on Google

Given how quickly we managed to generate leads with the Google Ads platform, they asked us to take the lead on their Reddit Ad campaign, too.

Reddit Ad Account Audit

Interestingly, even before working with InterTeam, Reddit’s platform showed a lot of promise for their brand. The internal Reddit account management team Rise Vision was working with was generating quite a few leads organically.

However, when it came to their paid ad accounts, they felt the internal Reddit team was not performing well and asked us to look and see if any improvements could be made.

And indeed, there were. Our audit quickly revealed a few crucial factors limiting Rise Vision’s account performance.

Top & Middle Funnel Ads Were Heavily Underperforming

It turns out Rise Vision had spent over $10,000 only to get a handful of free trials and a single lead. For context, with our Google Ads campaign, we were getting leads for around $200.

But it wasn’t all bad.

Retargeting Ads Were High-Performing

On the flip side, Rise Visions’ retargeting campaigns were performing really well. They’d spent $3800 and got 67 sign-ups (free trial leads) and four leads, amounting to roughly $55 cost per free trial.

With the audit complete and crucial data gathered, it was time to put together a strategy of our own.

Crafting a High-Performing B2B SaaS Ad Strategy For Reddit

Despite the mixed returns, the information we accumulated from the previous campaign offered valuable insights. A central part of our strategy was to leverage the data from the previous Reddit campaigns and launch ours, targeting only the segments that worked in the past.

B2B Audience Retargeting
As top- and middle-of-funnel ads weren’t performing, we focused solely on retargeting ads. We refined our retargeting strategy on many levels, including audience targeting, content targeting, and creatives.

Previously, Rise Vision had only been targeting 90-day website visitor audiences with retargeting. 90 days is the maximum look-back period for retargeting audiences and is the broadest possible retargeting audience you can create.

What’s more, they didn’t exclude audiences for leads that converted, current customers, and employees. This meant they were showing their ads to people who were completely unqualified (we knew this because we were among those receiving them).

Reddit and website retargeting audiences: 15, 30, 60, and 90 days.

So, we created audiences on Reddit for 7, 15, 30, 60, and 90-day visitors and segmented our campaigns to prioritize more recent website visitors over 90-day visitors. We also created new audiences within Reddit, excluding sign-ups and leads from the campaigns, and tweaked their conversion tracking settings.

Lastly, we uploaded a list of customers, employees, and partners to exclude from campaigns and created an exclusion audience for people who reached the post login and thank you pages to exclude from campaigns.

Targeting Relevant Reddit Communities

As we mentioned earlier, there were several communities within Reddit that showed a lot of promise. We reviewed campaign performance, segmented the data by communities, and actually found that only a handful of communities amounted to all of their conversions.

These Communities were highly relevant to Rise Visions service, either being specific to the service (groups where people talk about digital signage) or groups for people who had relevant job titles like system admins.

Note: Reddit doesn’t have job title industry or job function targeting. So, this is one of the most effective ways to isolate specific B2B audiences.

Strategic B2B SaaS Content Targeting

We created ad groups targeting only the communities that received conversions in our broader targeting ad groups. We also tested targeting only desktops, which, in our experience, has proven to have significantly higher conversion and lead quality for B2B advertising.

We also scheduled our ads so they would only show at times (working hours) when our target audiences would likely be online (excluding 12 am to 6 am).

With our audiences identified and targeted, it was time to optimize our ads.

Optimizing Ad Creatives for Effective Reddit Campaigns

Throughout our campaign, we found the top-performing ads were our carousel testimonial ads—so we spent most of our budget on these creatives. We also A/B tested other ad types to avoid ad fatigue (audiences that see the same ad too many times, causing them to lose interest and stop paying attention) within certain segments.

As for ad copy, we started running ads using the top-performing copy from the previous campaign and created ad variations using the top-performing headlines and descriptions from our Google campaigns.

Reddit ad performance is based on copy variations like impressions, clicks, CPCs, CTRs, conversions, and cost-per-conversion.

Results: Transforming Rise Vision’s Reddit Campaign Performance

Overall, we dramatically improved Rise Vision’s campaign performance in several key areas:

• Expanded Outreach: With 937,478 impressions, we significantly boosted their reach using less than a third (⅓) of the budget.
• Cost Efficiency: The campaign achieved a remarkable reduction in cost per signup, averaging $68.99 compared to the previous $185.71. Additionally, the cost per lead dropped significantly to $651.53.
• Lead Generation: Within just four months, we successfully reduced the cost per sign-up by 63% and reduced the cost per lead by 77%.

By refining targeting and optimizing the ad strategy, the campaign delivered stronger ROI, balancing cost-effectiveness with meaningful engagement metrics.

How An Audit Completely Changed The Game For Rise Vision

A key takeaway from this case study is how powerful an audit can be. By conducting a thorough review of Rise Vision’s accounts, InterTeam was able to uncover inefficiencies and eliminate wasted spend. This audit alone saved Rise Vision thousands of dollars on ad spend and set the stage for a campaign that was much more efficient and effective.

Accumulating this crucial data is what enabled us to target the right audiences with precision and focus our attention and budget on high-performing strategies.

How InterTeam Generated 100 More Qualified Leads For Celayix

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.

However, despite offering a powerful B2B SaaS solution and hiring a digital advertising service, Celayix was having trouble generating quality leads.

Auditing Gaps In Celayix’s Google Ads Strategy

We’d actually collaborated with an employee of theirs on a few projects in the past. So, they were already familiar with our expertise in paid B2B SaaS advertising when they reached out.

However, before diving into the project, we audited Celayix’s accounts. We needed to see what the previous advertiser was doing and provide an overview along with some insights regarding their paid search accounts.

The findings were quite interesting:

We found out the previous advertiser provided no monthly reports, didn’t conduct any A/B testing or retargeting, and no extensions were being used. It was unclear how much work was being done every month in terms of optimizations.

After the audit and the backing from an internal team member, Celayix went ahead with the proposal. Our task: to generate high-quality leads (companies with 25 employees).

Creating A More Targeted Ad Strategy On Google, LinkedIn, & Bing

Before diving in, we needed to manage Celayix’s expectations. While the previous advertiser did bring in numerous leads, they were all low-quality. We explained that the overall number of leads would decrease and that cost-per-lead (CPL) would increase slightly, but they would also see an increase in qualified leads.

While the advertiser Celayix had previously hired wasn’t meeting their expectations, they left behind some useful insights we could use in our campaign. We identified high-converting keywords and audience segments from their old campaigns and built our own campaigns targeting these keywords.

From there, we created industry-specific campaigns on Bing, LinkedIn, and Google platforms, targeting people in each vertical and searching for keywords with vertical-specific language (i.e., security guard scheduling software).

After getting the top-of-funnel search campaigns up and running, we focused on building retargeting campaigns for people who viewed the demo pricing pages on LinkedIn, YouTube, Google Discover, and Google Display.

Challenges and Solutions

Of course, like any advertising campaign, it wasn’t all smooth sailing. Between making adjustments from the previous campaign and working with Celayix’s team, we encountered a few obstacles we needed to overcome.

1. Custom security codes blocking conversion tracking

Celayix had custom security codes on their website that prevented our tracking codes from firing. This made it impossible to audit the campaign effectively and even obstructed our performance.

To fix this, we explained to their team the importance of tracking conversions correctly. They allowed us to set up attribution in Salesforce to track where leads were coming from and to review their Salesforce data. We also implemented Microsoft Clarity to have a tool to monitor where specific leads were coming from.

2. Aggressive CTAs impacting conversions

Earlier in the campaign, Celayix was adamant about getting leads to book a demo. They were also reluctant to offer free trials and lead magnets. As a result, because leads weren’t ready to convert on these calls to action, we were facing really high cost-per-leads (CPLs), and conversion rates were suffering.

The key was highlighting that a slower sales life cycle is quite common with B2B SaaS solutions and is often more effective. We explained we could improve conversion rates by connecting free trial and lead magnet converters and that the cost per conversion on these leads would be significantly lower. Book demos were around $250 to $350 per lead, whereas lead magnets were around $100 per lead.

Celayix agreed to try our strategy, and we got to work on building campaigns for lead magnets. We tested it on security companies with a free security guard schedule template. We tried this test because we saw a lot of top-of-funnel keywords being searched for “security guard schedule template” and “Security guard schedule.”

The CPC for these keywords was around $5 to $12 per click versus $20 to $30 for keywords like “security guard scheduling software.” To qualify leads, we made it mandatory to put a company email lead magnet forms.

3. Landing pages killing conversion rates

Another issue we encountered was poor landing page quality. Not only was the design too simple, but the CTA (book a demo) was also quite demanding for a first visit. As a result, the landing pages had low conversion rates.

So, we completely revamped them, creating 91 unique landing pages in Unbounce. Our team developed multiple pages for the various consumer profiles, each with different CTAs. We tested “Book a Demo,” “Get a Custom Savings Estimate,” “Free Trial” CTAs, and lead magnets (templates security guard/guides).

Once we started getting feedback, we optimized and prioritized landing pages with higher conversions.

100 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
• Overall conversions rose by 160%
• 25% increase in marketing qualified leads
• 5% decrease in cost per conversion

These improvements not only attracted over 100 new leads but also caught the attention of major companies.

FrontLobby is a property tech SaaS company that provides a rental management solution for landlords and property managers. The platform facilitates rent collection, enhances tenant screening, allows tenants to report rent payments, and ultimately streamlines tenant-landlord relationships.

While FrontLobby had already run successful Google Ads campaigns, they were encountering some challenges while scaling. With their focus on building their business, they needed to delegate their advertising efforts to an agency.

Our Role

As InterTeam, our objective was to optimize FrontLobby’s campaigns and streamline the sales life-cycle to drive better results.

Results Snapshot

After partnering with the agency and implementing strategic solutions, FrontLobby achieved the following results:

• Their best months in terms of premium upgrades in two consecutive months.
• A 50% reduction in the sales life-cycle, from 4 weeks to 2 weeks.
• Increased performance and ROI by targeting specific audiences and leveraging successful elements.
• Enhanced ad relevance and visibility by retargeting searchers on different networks.
• Improved cost efficiency by allocating resources to areas with proven success.
• Enhanced confidence in scaling their ad campaigns leads to increasing their ad budget for larger campaigns.

The Problem

FrontLobby’s main challenge was maintaining an effective Google Ads campaign while scaling up its operations.

What’s more, they struggled with managing the long sales life-cycle (typically 2-4 weeks) from lead generation to premium upgrade. The sales life cycle’s staggered data made it challenging to measure the immediate effectiveness of tests and optimize their campaigns.

Challenge #1: Identifying and Preserving Effective Strategies

To address the challenge of maintaining effective strategies while scaling, InterTeam conducted an audit of FrontLobby’s campaign data from the previous six months.

The analysis identified low-performing audience, keyword, and demographic segments that were cranking up our overall cost per conversion. It also showed a high-performing audience, keywords, and demographic segments that we needed to put more of a budget into.
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So, we focused on reallocating ad spend from underperforming areas to those with proven success. We also relaunched campaigns to target searchers with tailored ads on different networks specifically.

This allowed FrontLobby to maintain a strong presence in front of its target audience and increase the likelihood of conversions.

Challenge #2: Optimizing the Sales Life Cycle

FrontLobby’s long sales life cycle made it difficult to measure the immediate effectiveness of our tests and, therefore, optimize their campaigns.

To address this challenge, we shifted the optimization focus from conversions alone to conversion value per cost.

Our approach involved optimizing campaigns for return on ad spend (ROAS) rather than solely focusing on the number of conversions.
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By prioritizing leads with a higher likelihood of conversion and higher value, FrontLobby could streamline the sales process and accelerate the conversion timeline.

Results: Best Premium Upgrade Month of All Time and 50% Reduced Sales Life Cycle

The optimizations led to a significant improvement in ROIs and cost efficiency, maximizing the effectiveness of FrontLobby’s ad budget.

The sales life-cycle was reduced by 50% (from 4 weeks to 2 weeks) by implementing the new strategy. This reduction in the sales life-cycle allowed for faster conversions and increased efficiency in the overall sales process. FrontLobby saw a significant improvement in premium upgrades, setting new records for January and February.

Pimly is a B2B SaaS company that offers a product information management (PIM) system for small to midsize manufacturing companies. Their Salesforce-native solution consolidates and organizes essential branding content, making it simple for businesses to add changes to their marketing assets across all channels from a single platform.

The only problem was that Pimly was having trouble distinguishing itself in a highly competitive PIM market and generating qualified leads.

Our Role

InterTeam pitched them on targeting Salesforce PIM-related keywords. With a track record for pinpoint accuracy with Google, Bing, and LinkedIn ads, they hired us to give them the competitive edge they needed to thrive in a crowded industry.

While discussing the project deliverables, Pimly explained that their goal was to get five or more leads per month, which would be a significant boost in the advertising output and could provide them with a promising return on investment.

Challenge #1 Competitive Landscape

Pimly offers a powerful and sought-after PIM solution that streamlines marketing for SMBs. However, it competes against a handful of other high-quality advertisers in a hyper-specific niche and targets a particular type of clientele.

Essentially, they’re targeting highly competitive keywords with low search volume. So, when a user searches for keywords like “product information management system” or “PIM,” it’s not uncommon for them to see three to four different ads from different advertisers—costs per click often exceed $30 USD.

Another issue was that even within a niche industry, Pimly’s platform has a unique selling proposition. They essentially offer the only PIM software that is built on Salesforce, which makes them unique but also limits who they can work with. Keywords that included “Salesforce” offered an easy way to amplify ad campaigns. While this provided us with an excellent opportunity to distinguish them from the other companies, the solution was simultaneously the problem. “Salesforce” was trademarked.

Solution

The key to the search challenge was getting permission to use the trademarked keywords. The goal was to target people who were looking for Pimly’s unique selling proposition using relatively low, not very competitive keyword targeting.

So, we applied for and were able to negotiate a trademark exemption. It had a massive impact on the campaign. Since May, CTR has consistently been above 10% across all pages, which is a 29% increase from before we were able to use it. Salesforce PIM keywords went up 68%.

Challenge #2 Lead Magnet

Another challenge we had to overcome was a low CTR early on in the campaign. Our ads were prompting readers to sign up for a demo or meeting, which turned out to be too aggressive for first-time encounters and was causing friction.

Part of the problem was that Pimly’s software is a high-ticket solution with an annual product life cycle. In other words, it is a big financial and operational commitment.

Solution

Since leads were unlikely to convert on high-friction CTAs early on, we decided to slow things down. Rather than making a lead commit to a demo or a meeting, we pivoted to a lead magnet strategy instead.

We created a small fill form to collect email addresses and offered a free guide. With the email in hand and the line of communication open, we offered additional free guides like “Optimize PIM for Speed” or “How to Choose the Best Salesforce PIM” to help them understand the industry and let them come to us when they were ready. This worked really well.

In total, we created eight different guides and optimized each one to match the keywords we were targeting—some with conversion rates of 30%!

Other Key Strategic Factors

We started with Google ads and eventually moved to LinkedIn Ads. Our thought process was that there is a large presence of B2B leads who would be interested in Pimly’s platform. LinkedIn also offered an opportunity to retarget users who had previously visited the website.

The Results

Despite a slow start, the campaign became and continues to be a massive success. From the outset, Pimly was hoping to acquire five leads per month. And we absolutely blew their expectations out of the water.

Since we started working with them in January 2024, we’ve more than doubled our deliverables, with 60 leads in 5 months. Within the first two months of the campaign, Pimly closed a $100,000 deal!

InTouchLink specializes in providing business operations SaaS solutions that streamline communication, organization, and engagement for senior living communities.

Their services include digital signage for senior living homes, activity calendars, menu templates, activity tracking, community TV software, and remote monitoring designed to enhance the senior living experience.

However, despite offering a comprehensive suite of senior living solutions and even hiring an advertising agency, InTouchLink’s ads weren’t attracting more business.

The Problem: Low-Quality Leads and No Accountability

InTouchLink was frustrated with the previous advertising agency. The campaign was marked with inconsistent optimizations and poor communication, leaving them with low-quality leads and virtually no return on investment.

Our Role

InterTeam was hired to audit and optimize InTouchLink’s campaign and make the necessary adjustments to generate high-quality leads. Here’s what we found and how we solved their issues.

Challenge #1: Outdated Keyword Strategy

Our analysis revealed that around 50% of targeted keywords were set to “broad match,” which caused an influx of low-quality leads. The result was that costly searches were being made for queries like “senior living homes,” “assisted living homes,” and many others unrelated to InTouchLink’s senior living management platform.

What’s more, we also found countless variations in how people searched for senior living homes, so we needed to adapt our keyword strategy accordingly.

Solution: Over 1,000 Negative Keywords and a Redesigned Services Page

InterTeam quickly and consistently generated high-quality senior living and assisted living community leads through Google and Bing ads campaigns. Our ads targeted more specific service keywords, like “digital signage for senior living.”
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Another big change was that we added over 1,000 negative keywords, excluding any search terms containing the words “sales” or “marketing.” These greatly reduced ad costs and limited the number of unqualified leads.

However, in terms of bringing in new customers to improve revenue, results were still inadequate.

So, we shifted our focus from the ad campaign and created three new landing pages, the first of which was a redesigned and conversion-optimized service page.

After the landing page went live, several additional changes were made that greatly improved lead quality and targeting:

We implemented high-intent targeting, ensuring that only the most qualified leads were being reached.

We dropped terms like “assisted living” that were highly competitive and had low conversion rates. Fine-tuned selected keywords.

Challenge #2: Leads Were Being Lost to Dead Clicks

We also discovered issues with InTouchLink’s website. So, we shifted our focus from targeting the ad campaign to understanding the activity on their site and the calendar they were using as a lead magnet.

Using Microsoft Clarity (a heat-mapping software), we searched for insights into how users interacted with InTouchLin’s website through recorded sessions. InterTeam found that more users than expected were interested in accessing the lead magnet. The problem was that it wasn’t actually available.

There were an alarming number of dead clicks. Approximately 25% of the recorded sessions (specifically, two of the pages that served as lead magnets) had at least one dead click. Essentially, interested leads trying to click through to the next step were unable to do so due to broken buttons and links, leaving many potential customers to fall through the cracks.

Solution: Redirect Traffic to Landing Page #3

To address the dead click issue, we created a new landing page for the activity calendar template. We then redirected everyone who previously visited the dead click page to the new page to recover high-intent traffic.

In the first month alone, we generated 15 new leads specifically for the activity calendar template without spending money on ads.

These high-quality leads, entering professional email addresses for senior living homes, had the potential to generate deals from $1,000 to six figures.

Challenge #3: Retargeted Leads Weren’t Converting

Another issue we faced was low conversion rates for retargeted traffic. This was largely due to the aggressive nature of the ask and the relatively long form that needed to be filled out. These leads already had access to a 5-minute demo and filled out the lengthy form once before, so they were hesitant to do it all again.

Solution: A 2nd Landing Page and a Shorter Lead Capture Form

We built another landing page inviting senior living community leads to “Book a demo” and reignite the interaction.

On this page, users were able to fill out a much smaller form to gain access to the demo video. This created a seamless transition from the initial interaction to a more in-depth demonstration of their services.

It also streamlined the overall lead generation process and captured valuable contact information for follow-up and nurturing leads.

Results

InTouchLink brought about the biggest month-over-month improvement in performance and cited its best month ever, earning $3 million in October.
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What’s more, the number of qualified leads generated through lead form submissions, activity calendar templates, and demo video form submissions significantly increased. InterTeam generated a 10X increase in qualified leads and reduced CPL by 50%.

Previously, InTouchLink received only 5 or 6 leads per month. In the summer of 2023, the number of leads increased to 10-15 monthly.

After working together, InTouchLink saw a dramatic improvement in ROIs and gained a much deeper understanding of how to use Bing ads and Google ads effectively for future campaigns.

The Expert Press is a news platform run by Pulitzer Prize-winning journalists. The team collaborates with experts, analyzing data and unpacking complex topics to share leading industry insights. Through bylined news analysis, they help businesses and professionals increase their authority and visibility.

However, at the time we met, they had just launched their company. They didn’t have a proper brand outline or website and, therefore, were struggling to attract and identify qualified marketing leads.

Objective

As a newly launched business, it lacked the essential components to identify, attract, and convert high-caliber leads into paying customers.

They needed to create a B2B marketing strategy. To do this, they needed to:

1. Build-out their brand.
2. Create a site and landing pages that were searchable and user-friendly.

Our Role

The Expert Press partnered with InterTeam because of our experience with B2B marketing, Google Ads and LinkedIn Ad campaigns, and detailed research about finely defined audience groups.

Challenges

Before we could launch a Google Ads or LinkedIn Ad campaign, we had to cover some basics. InterTeam faced two main challenges.

Difficulty Identifying and Targeting Quality Keywords

The Expert Press didn’t have a website or landing page with a clear message that defined its brand and services. As impressive as it was, news-based thought leadership wasn’t prominently searched for as a service.

Identifying quality keywords to target for a service with no name posed a significant challenge. We needed to determine who their target market was to identify qualified keywords and reach an in-market audience.

Solution

We conducted a competitor analysis to identify relevant high-intent keywords and tailor copy that distinguished The Expert Press from its competitors. With the right keywords in hand, it was time to optimize their site — we created and launched over 50 landing page variations!

For Google Ads and LinkedIn Ads, instead of split-testing target keywords with different copy, we developed an indirect three-pronged campaign, categorizing the keywords into three groups:

• Based on the service
• End-result search terms
• Thought leadership search terms

We also supplemented our campaign with general promotional ads on display and discovery networks. When everything was set and done, the highest-converting page had a 15% conversion rate.

2. Problems Identifying Marketing Qualified Leads (MQLs)

The second major challenge was that The Expert Press didn’t have a streamlined process for lead qualification. Their team didn’t know how to identify or qualify the incoming leads — they needed to learn.

Solution

We created a finely tuned lead qualification process that was easy to follow. InterTeam devised its own methodology that integrated Google Ads and LinkedIn Ads with HubSpot’s assigned lead lifecycle stages.

We also trained the staff at The Expert Press to identify and label highly qualified leads (executives earning between 1 and 10 million dollars annually).

When a lead came in, it was assigned the status “lead.” Given a Marketing Qualified Lead status, Google Ads counted the lead as a separate conversion. This allowed us to see which campaigns the MQLs were coming from and optimize them accordingly.

Results

The Expert Press went from having a website that looked like they had made it themselves (which they did) to landing 55 C-Suite Enterprise leads within two months of the Google and LinkedIn Ad campaigns.

• 100K ROI
• 150 Leads
• 58 MQLs

The campaign helped The Expert Press gain a deeper understanding of its business and even led them to create an in-house sales team to manage incoming leads.