How Do You Lower CPA While Scaling Demos?

Tracklane Analytics sells a B2B SaaS product where the main goal is getting the right prospects to sign up for a demo. Before this project, the company’s LinkedIn and Google Ads accounts weren’t built to support that goal, and cost per acquisition was too high relative to deal size.

A review of the ad accounts showed why demo sign-ups weren’t growing.

• LinkedIn and Google Ads campaigns weren’t structured around the demo sign-up funnel.
• Targeting on LinkedIn wasn’t narrowed to the job titles and industries most likely to convert.
• Cost per acquisition was high because budget was spread across low-intent keywords and audiences.
• There was no consistent way to track which campaigns were actually driving demo requests.

The plan focused on two priorities. First, build LinkedIn and Google Ads campaigns around the demo sign-up funnel. Second, refine targeting and bidding to lower cost per acquisition.

• Built LinkedIn campaigns targeted to specific job titles, industries, and company sizes.
• Set up Google Search campaigns around keywords tied directly to demo intent.
• Implemented conversion tracking to connect ad spend directly to demo sign-ups.

• Narrowed LinkedIn targeting further based on which audience segments were converting.
• Adjusted Google Ads bidding to prioritize keywords with the strongest demo sign-up rates.
• Cut spend on campaigns and placements that weren’t producing qualified sign-ups.

• LinkedIn and Google Ads campaigns were built specifically around the demo sign-up funnel.
• Demo sign-ups increased as campaigns were refined toward higher-intent audiences.
• Cost per acquisition was lowered as spend shifted away from underperforming targeting.

We needed sign-ups from the right kind of prospect, not just more traffic. Once the campaigns were rebuilt around our actual funnel, the quality of leads changed. — Marketing Lead, Tracklane Analytics

For B2B SaaS companies, PPC success comes down to reaching the right job titles and industries, not just generating clicks. Tracklane’s results show that narrowing targeting around the demo funnel lowers acquisition costs while increasing sign-ups.