Increasing Enterprise SQLs for a B2B Personal Safety SaaS While Cutting CPL by 52%

Increasing Enterprise SQLs for a B2B Personal Safety SaaS While Cutting CPL by 52%

Sarah M.

Client

Timeline

Month 1

Investment

£4,000–£5,000

Increasing Enterprise SQLs for a B2B Personal Safety SaaS While Cutting CPL by 52%

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Key Results

245%

User Sign-ups
Increase in monthly registrations

3.6×

Return on Investment
On advertising spend

2x

Conversion Rate
Free to paid conversion

-42%

Customer Acquisition Cost
Reduction over 6 months

The Challenge

The client was operating in a high-consideration B2B SaaS market, selling personal safety solutions to enterprise clients.

Their main challenges were:

  • Insufficient Sales Qualified Leads (SQLs) from enterprise accounts

  • High cost per lead limiting scale

  • Ad spend not translating into sales-ready opportunities

They needed higher-quality leads, not just more form fills.

The Goal

The primary objective was to drive more enterprise-level Sales Qualified Leads (SQLs) while improving cost efficiency.

Success would be measured by:

  • Increased SQL volume

  • Higher conversion rate

  • Lower cost per lead

  • Reduced wasted ad spend

Our Strategy

We focused on enterprise intent and lead quality, not volume for volume’s sake.

Key actions included:

  • Refining targeting to focus on enterprise decision-makers

  • Optimizing campaigns around SQL-focused conversion events

  • Improving funnel alignment between ads and qualification steps

  • Reallocating budget toward higher-intent segments

This ensured spend was concentrated on prospects most likely to convert into pipeline revenue.

Results (After Month 1)

Before Optimization

  • Ad Spend: £5,077.59

  • Clicks: 2,250

  • Conversions (SQLs): 58.67

  • Conversion Rate: 2.61%

  • Cost per Lead: £86.55

After Month 1

  • Ad Spend: £4,276.46

  • Clicks: 3,426

  • Conversions (SQLs): 102

  • Conversion Rate: 2.98%

  • Cost per Lead: £41.93

Month 1 Performance Highlights

  • 🚀 74% more conversions delivered in Month 1

  • 📈 Conversion rate increased by 14%

  • 💰 Cost per lead reduced by 52%

  • 📉 Ad spend reduced by 16%

  • 🎯 Higher volume of enterprise-ready SQLs

Key Takeaway

By prioritizing enterprise intent and SQL quality, we were able to nearly double qualified lead volume in just one month, while significantly reducing costs.

This case study shows how even in competitive B2B SaaS markets, focused optimization delivers fast, measurable results—without increasing spend.

"Traffic Summits transformed our approach to growth. We went from hoping for users to systematically acquiring them. The frameworks they built are still driving our growth today."
Sarah Chen, Founder & CEO at NizeNote

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Our Strategy

Traffic Summits focused on controlled, performance-led scaling.

Key actions included:

  • Scaling budgets only on proven, high-performing campaigns
  • Optimizing toward purchase-focused conversion signals
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The Challenge

Their main challenges were:

  • Insufficient Sales Qualified Leads (SQLs) from enterprise accounts 
  • High cost per lead limiting scale 
  • Ad spend not translating into sales-ready opportunities

Our Strategy

We focused on enterprise intent and lead quality, not volume for volume’s sake.

Key actions included:

  • Refining targeting to focus on enterprise decision-makers 
  • Optimizing campaigns around SQL-focused conversion events 
  • Improving funnel alignment between ads and qualification steps 
  • Reallocating budget toward higher-intent segments 

This ensured spend was concentrated on prospects most likely to convert into pipeline revenue.

245%

Sign-ups

3.6×

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Conversation

Sarah M.

Client


The Challenge

Their main challenges were:

  • Maintaining performance while increasing spend
  • Preventing ROAS decline during scale
  • Improving conversion efficiency at higher volumes

Our Strategy

Traffic Summits focused on controlled, performance-led scaling.

Key actions included:

  • Scaling budgets only on proven, high-performing campaigns
  • Optimizing toward purchase-focused conversion signals
  • Improving traffic quality through tighter audience and keyword controls
  • Reallocating spend toward campaigns delivering the strongest ROAS

This allowed spend to increase without sacrificing efficiency.

245%

Sign-ups

3.6×

ROI

2x

Conversation

Laura P.

Client


The Challenge

Their main challenges were:

  • Maintaining performance while increasing spend
  • Preventing ROAS decline during scale
  • Improving conversion efficiency at higher volumes

Our Strategy

Traffic Summits focused on controlled, performance-led scaling.

Key actions included:

  • Scaling budgets only on proven, high-performing campaigns
  • Optimizing toward purchase-focused conversion signals
  • Improving traffic quality through tighter audience and keyword controls
  • Reallocating spend toward campaigns delivering the strongest ROAS

This allowed spend to increase without sacrificing efficiency.

245%

Sign-ups

3.6×

ROI

2x

Conversation

Laura P.

Client


The Challenge

Their main challenges were:

  • Insufficient Sales Qualified Leads (SQLs) from enterprise accounts 
  • High cost per lead limiting scale 
  • Ad spend not translating into sales-ready opportunities

Our Strategy

We focused on enterprise intent and lead quality, not volume for volume’s sake.

Key actions included:

  • Refining targeting to focus on enterprise decision-makers 
  • Optimizing campaigns around SQL-focused conversion events 
  • Improving funnel alignment between ads and qualification steps 
  • Reallocating budget toward higher-intent segments 

This ensured spend was concentrated on prospects most likely to convert into pipeline revenue.

245%

Sign-ups

3.6×

ROI

2x

Conversation

Sarah M.

Client