- Payments
- Google Ads
- Engagement: 5 months
Adding ₹2.1 Cr in pipeline from performance campaigns
How a payments company rebuilt its paid acquisition around sales-qualified leads instead of form fills.
- Pipeline added
- ₹2.1 Cr
- Sales-qualified leads
- +58%
- Cost per lead
- −33%
The challenge
Payloop generated plenty of leads, but sales rejected most of them. Campaigns optimised for cheap form fills, and marketing and sales disagreed on what a good lead looked like.
What we did
We rebuilt paid acquisition around qualified pipeline in four steps.
- 1/ Defined a shared lead score with sales and set it as the goal for every campaign.
- 2/ Sent CRM stages back to Google and LinkedIn, so bidding learned from real opportunities.
- 3/ Merged fragmented campaigns into fewer, stronger ones focused on high-intent searches and audiences.
- 4/ Reviewed spend against pipeline every week and moved budget to what created opportunities.
Results
In five months, paid campaigns added ₹2.1 Cr in qualified pipeline while cost per lead fell by a third.
| Metric | Before | After |
|---|---|---|
| Sales-qualified leads | 64 / mo | 101 / mo |
| Cost per lead | ₹2,700 | ₹1,810 |
| Pipeline added | — | ₹2.1 Cr |
“Marketing and sales finally look at the same number.”