Type of SaaS
Revenue Technology (RevTech) · IT and Tech · Real Estate and Property SaaS (PropTech) · Automotive and Mobility
SERVICES PROVIDED
PPC and Retargeting
Results Window
February 11 – April 11, 2026 (60 days). Separate platform comparison baseline: calendar year 2024.
The Situation
The client sells into a low-ACV (Annual Contract Value) segment where channel acquisition costs matter as much as lead volume. A prior program on a separate platform ran across 2024 on $7,624 in spend: 38 contacts, 21 qualified past the default Lead stage, 13 trials, 2 customers. The channel was working, but at $363 per qualified lead and $587 per trial, the cost per outcome did not fit the ACV.
The company had never run ads on Meta (Facebook and Instagram). No pixel history, no retargeting audiences, no creative library, and no funnel mapped to how operators in the client’s verticals research and buy software. The assignment was specific: build a paid social channel whose unit economics match the ACV, and build it with a funnel that qualifies leads progressively instead of dumping raw volume on the Sales team.
Key Results
| METRIC | BEFORE (Separate platform, 2024) | RESULT (Meta, 60 days) |
|---|---|---|
| Ad spend | $7,624 | $3,061 |
| Leads (total) | 38 | 270 |
| Qualified leads (MQL+) | 21 | 209 (77% of total) |
| Meetings booked | Meetings booked | Not tracked |
| Trials started | 13 | 11 |
| Cost per qualified lead | $363 | $15 |
| Cost per trial | $587 | $278 |
What We Did
Designed the full funnel before the first dollar ran.
We mapped a three-stage Facebook architecture: Video brand awareness, MOFU (middle of funnel) gated eBook, and BOFU (bottom of funnel) live demo request. Each stage had distinct audiences, creative concepts, and success metrics. Pixel stack, conversion events, and HubSpot handoff were instrumented end to end before launch. Every lead flowed into HubSpot routed by lifecycle stage and trigger event, and slotted into the matching nurture sequence.
Produced every ad asset in-house.
We wrote the copy, designed the graphics, and produced the video for every stage of the funnel. Each asset was built for the specific intent of the stage it served (awareness video for TOFU (top of the funnel), comparison-guide promotion for MOFU (middle of the funnel), direct demo ads for BOFU (bottom of the funnel), not repurposed from existing collateral.
Launched video-first awareness aimed at the client's operator personas.
The TOFU video ran across three targeting strategies: Facebook users with operator-matching job titles, business-owner interest clusters, and 1% lookalikes of the client's existing customers and newsletter subscribers. The campaign generated 33,772 ThruPlays at $0.03 per ThruPlay and built the warm audience pool every downstream stage depended on.
Captured buying intent with a software selection guide.
The MOFU campaign offered a vendor-comparison eBook built for operators actively weighing platforms. It delivered 234 eBook downloads at $6.51 per lead across $1,523 in ad spend. This was the entry point to the qualification funnel proper, where the data starts separating intent from awareness.
Opened a BOFU demo path for in-market buyers.
A dedicated Book a Live Demo campaign ran at the bottom of the funnel for operators ready to evaluate. It delivered 64 direct demo requests at $10 per lead, feeding sales a steady stream of evaluation-stage buyers who then sorted themselves further into 18 meetings booked and 11 trials started during the reporting window.
What The Data Tells Us
For low-ACV B2B SaaS, the channel has to produce qualified outcomes at a price the ACV can support. A full funnel marketing motion on Meta delivered 209 qualified leads at $15 each, 11 trials at $278 each, and 18 sales conversations in progress, on $3,061 in spend across 60 days. At the time of writing, trial volume is already on a trajectory to outrun the prior channel’s annual output on a fraction of the budget: 11 trials in 60 days against 13 trials across 365 days.
Bay Leaf Digital on PPC and Retargeting
We build PPC and retargeting programs for B2B SaaS companies, including low-ACV SaaS where channel economics can make or break unit returns. You get qualified pipeline from the first campaign, built around your ACV instead of a default agency playbook. For more on how we approach paid media for SaaS, visit our PPC and retargeting services page.