Toptal helps HR software company reduce Google Ads cost per lead by up to 60%.
An HR software company needed senior paid acquisition expertise to scale B2B demand generation. Toptal helped strengthen multichannel advertising and improve lead quality to build a more reliable marketing infrastructure.
Client
A Nigeria-based HR software company scaling B2B demand generation across paid channels.
Employees
Revenue
Industry
Business ServicesDelivered Services
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Schedule a CallChallenge
The company’s growth ambitions outpaced its internal paid acquisition capabilities, resulting in inconsistent lead quality, inefficient ad spend, and limited visibility into which marketing channels generated qualified demos.
Solution
Multichannel Acquisition Strategy
Toptal applied a proprietary growth framework to optimize channel configuration and conversion performance across Google Ads, Meta Ads, LinkedIn Ads, YouTube, and X.
Advanced Attribution Tracking
Toptal implemented a robust measurement framework using Google Tag Manager, Google Analytics 4, and Meta Conversion API, giving the marketing team clearer attribution data and enabling better campaign optimization.
Outcome
Lower Acquisition Costs
Google Ads cost per lead fell 40% to 60%, while more effective audience targeting and messaging generated higher-quality demo requests across more than 15 industries.
Improved Campaign Visibility
A new tracking infrastructure achieved 95%+ attribution accuracy across demo requests, webinar registrations, and report downloads, giving the company greater confidence to optimize campaigns and reduce budget waste.
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