SaaS / Tech · Performance Marketing
Rupaya Finserv fixed attribution and found 31% of pipeline it was already paying for
31% more attributed pipeline, same spend
A B2B workflow platform was optimising paid acquisition against form fills. We rebuilt measurement around closed-won revenue and the media plan changed completely.
31%
More attributed pipeline
44%
Lower cost per closed-won
58%
Of revenue from LinkedIn
₹50L
Average contract value
The challenge
Rupaya Finserv judged every channel on cost per MQL. LinkedIn looked expensive at ₹25,700 per lead; a broad Google Display campaign looked cheap at ₹3,400. Sales quietly ignored the Display leads. With a 74-day sales cycle and no offline conversion imports, the media team was optimising against a metric that had almost no relationship to revenue.
Strategy
We wired closed-won revenue back into the ad platforms via offline conversion imports and a server-side event pipeline, then rebuilt the reporting layer around cost per SQL and cost per closed-won rather than cost per MQL. Budget was reallocated on a 90-day cohort view rather than in-month lead volume.
Execution
We implemented server-side conversion tracking with hashed identifiers, imported CRM stage changes back into Google Ads and LinkedIn on a nightly job, and rebuilt bid strategies to target value-based conversions. Display was cut entirely. LinkedIn budget tripled against three intent-tight audiences, and paid search was restructured around 62 high-intent bottom-funnel queries with dedicated landing pages per problem statement.
Results
On flat spend, attributed pipeline grew 31% in two quarters and cost per closed-won fell 44%. LinkedIn — the "expensive" channel — turned out to produce 58% of closed-won revenue at a ₹7.5 lakh acquisition cost against a ₹50L average contract value.
“We were optimising toward a number our own sales team did not believe. Fixing that was worth more than any new channel.”
Shalini Menon — CMO, Halcyon Labs
