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Multi-Geo PPC + ABM Strategy That Cut CPA by 63%
Projects Summary
Client Overview:
360CTIapp.com is a Salesforce-native computer telephony integration (CTI) solution that enables seamless calling, recording, and workflow automation within Salesforce environments. With a global product-market fit, the goal was to generate high-intent leads across India, the UK, and the USA, and build a pipeline of qualified demos.
To accomplish this, a multi-platform performance marketing strategy was executed, combining Google Ads (all regions) and LinkedIn Ads with ABM targeting (US + UK) under the leadership of Prince Rangan
The Challenge
The challenge was multi-dimensional:
- High cost-per-click (CPC) in competitive markets like the UK and the US
- Unoptimized initial campaign structure struggling to reach top ad positions
- Low Quality Score and Ad Rank due to weak keyword-to-ad alignment
- Limited control over how ad spend was allocated by demographics or intent
- Campaigns needed to perform across diverse buyer personas and geos.
Strategy & Execution
Phase 1: Thematic Ad Group Testing (Days 1–14)
Initial campaigns launched with broad ad group themes, targeting high-level keywords by location and use case.
These drove leads, but lacked the precision needed for top search rankings.
CPCs were inefficient, and CTR remained average.
Phase 2: SKAG Restructure + High-Intent Targeting (Days 15–35)
We completely rebuilt the campaign structure into Single Keyword Ad Groups (SKAGs), each focused on high-converting and high-intent keywords
Quality Score & Ad Rank improved significantly
Ads started consistently hitting the Top 3 positions
Phase 3: Match-Type & Demographic Segmentation (Days 36–60)
To gain deeper control and cost-efficiency, we:
- Split campaigns by keyword match type (Exact vs. Phrase)
- Segmented ad sets further by age groups and device types
- Monitored demographic performance to prioritise the highest-value segments
- Focused heavily on building a strong negative keyword list, rather than simply expanding positives
Enabled granular bid adjustments by user profile
Reduced wasted spend on broad or irrelevant traffic
Geo-Performance Snapshot (3 Months)
| Region | Leads | Notes |
|---|---|---|
| 🇮🇳 India | 386 | Most cost-efficient market |
| 🇬🇧 UK | 178 | Highest CPC, niche market targeting |
| 🇺🇸 USA | 237 | Balanced cost and lead volume |
LinkedIn ABM campaigns in the UK & US helped reach decision-makers in mid-market and enterprise Salesforce teams.
CPA & Cost Metrics
| Metric | Before Optimization | After Optimization |
|---|
| Avg. CPA | $120+ | $45 |
| Ad Rank | Inconsistent | Top 3 regularly |
| CTR | 2.1% | 4.8% |
63% reduction in CPA at the account level
Improved ad relevancy and Quality Scores
Stronger cost control across geos, age groups, and intent tiers
Key Takeaways
SKAGs remain one of the most effective structures for precision + performance
Demographic and match-type segmentation allows granular optimisation at scale
Building a strong negative keyword bank is often more powerful than bloating positive keywords
ABM + PPC synergy can increase lead quality, especially in enterprise SaaS
Final Word
This campaign is proof that with the right structure and iteration, even competitive B2B SaaS verticals can generate consistent, qualified leads globally, at scale and with efficiency.
“Smart segmentation, not big budgets, drove the biggest wins for 360CTIapp.”
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