- What We Do
Challenge We Tackle
- Resources
Innovative Thinking
Our Support
- Industry: AI SaaS / Project Management
- Clients: Forecast
- Solution: Paid Media Strategy for Lead Generation
- Date: 12/22/2022
Projects Summary
Client Needs:
The client needed a performance marketing partner who could:
Align tracking and attribution with their CRM to identify true marketing ROI
Bring down the CPA significantly while maintaining lead quality
Generate a high volume of marketing-qualified leads (MQLs) that convert into sales
Build a structured, scalable campaign setup aligned with their long B2B sales cycle
Improve visibility and engagement across high-intent audiences in the US and UK
Service Provide
A list of the specific services we delivered for the project, such as:
- Google Paid Search Campaigns
- Display Advertising
- Full-Funnel Strategy & Execution
- Remarketing Setup
- Campaign Optimization & Analytics
Our Approch:
To maximize Forecast’s global potential, we adopted a phased geo-targeted approach, beginning with four key English-speaking markets. Each channel was aligned with a specific funnel stage:
- Top of Funnel (ToFu): Display ads to drive brand awareness without overloading the budget
- Middle of Funnel (MoFu): Search campaigns segmented by Forecast’s core product areas—Projects, Resources, Financials
- Bottom of Funnel (BoFu): Remarketing campaigns aimed at visitors who hadn’t yet converted
Paid search received the lion’s share of the budget (50%), driving conversions on highly intent-based keywords such as “project management software” or “AI operations tools.” Monthly campaign reviews informed optimizations, guided by Google’s insights into the AI SaaS vertical.
Challenges
Global audience with varied behavior and search intent
Limited initial visibility into conversion-rich search terms
High initial CPA target (~$195)
Budget allocation across multiple funnel stages without compromising performance
Results / Success Metrics
Our tailored strategy across LinkedIn and Google Ads produced substantial improvements in both lead quality and cost-efficiency over the course of the campaign:
- 10% Increase in Leads from Google Ads
- CPC reduced from $1.04 → $0.46
- Cost Per Conversion improved from $185 → $144
- 9% Increase in average session duration
- CTR increased from 5.64% → 6.46% (Search Ads)
“Working with Impeccable Ads was one of the most data-driven and collaborative experiences we’ve had. Their phased strategy helped us gain clarity on audience behavior while significantly lowering our acquisition costs. They didn’t just run ads—they built a high-performing growth engine.”
Team Forecast
