B2B Lead Generation Case Study – LinkedIn Ads (SaaS)
Overview:
I led a B2B demand generation strategy for a B2B SaaS brand with the objective of scaling high-quality leads while reducing acquisition cost. Instead of chasing volume, the focus was on ICP precision, message-market fit, and signal quality.
What I Optimized (First 6 Months)
Refined ICP-based targeting (roles, seniority, company fit)
Improved ad messaging aligned with buyer intent
Iterative creative testing to reduce low-intent clicks
Funnel optimization to prioritize Sales-qualified leads over form fills
Results Achieved
+164% increase in qualified leads
–67% reduction in Cost per Lead (CPL)
Lead volume scaled without CPL inflation
Clear improvement in lead quality and efficiency over time
As visible in the trend, CPL dropped sharply while lead volume increased — a strong signal that the LinkedIn algorithm was trained with the right inputs.
