A B2B SaaS startup based in the UK was looking to scale their lead generation through performance marketing. Their platform, which helps finance teams automate reporting, was gaining traction organically, but paid campaigns were expensive and inconsistent.
They had in-house marketing resources but needed expert help to optimize their Google Ads, LinkedIn Ads, and remarketing funnels. That’s where Code Elevator’s PPC experts stepped in.
- Cost-per-lead (CPL) was unsustainable at £150+
- Low quality scores due to irrelevant keywords and poor landing page match
- No conversion tracking for key user actions beyond the lead form
- Ad copy lacked differentiation in a competitive SaaS niche
- LinkedIn Ads were underperforming despite being the right audience
- The client wanted to cut their CPL, increase qualified leads, and scale ad spend efficiently.
Code Elevator deployed a dedicated PPC team with:
- 1 Google Ads Certified Strategist
- 1 Paid Social (LinkedIn) Expert
- 1 Conversion Copywriter
- 1 Landing Page Optimization Specialist
Execution
Phase 1:Audit & Attribution Fixes (1 Week)
Audited ad account structures (Google & LinkedIn)
Identified wasted spend on non-converting keywords and placements
Set up GA4 and Google Tag Manager to track demo sign-ups, scrolls, and CTA clicksPhase 2:Ad Restructuring & Keyword Strategy (2 Weeks)
Rebuilt Google Ads into SKAG (single keyword ad group) structure
Prioritized high-intent keywords and eliminated broad, irrelevant ones
Created separate landing pages for each funnel stage (Top/Mid/Bottom)Phase 3:Creative & Ad Copy Testing (2 Weeks)
Developed 10+ Google Ad variations with benefit-driven headlines
Ran A/B tests on CTAs, trust signals, and social proof
Launched LinkedIn retargeting with testimonial-driven carousel adsPhase 4:Optimization & Scaling (Ongoing)
Monitored quality scores and lowered CPC through better ad relevance
Increased ad frequency for converting audiences
Used automated rules to pause underperforming ads and reallocate budget
We were wasting budget on clicks that didn’t convert. Code Elevator rebuilt our PPC engine and delivered results we didn’t think possible on our budget.
Growth Lead, UK SaaS Startup
Results
- Cost-Per-Lead (CPL): Dropped from £152 → £91 (↓40%)
- Qualified Leads: 3X increase in demo sign-ups within 60 days
- LinkedIn CTR: Improved by 68% after carousel creatives
- Landing Page Conversion: Improved from 6.5% → 13.2%
- Revenue Pipeline: Grew by £220K over 3 months directly from PPC campaigns
Tech Stack & Platforms
- Ad Platforms: Google Ads, LinkedIn Ads
- Landing Pages: Unbounce + Custom WordPress pages
- Tracking & Analytics: Google Tag Manager, GA4, LinkedIn Insight Tag
- CRM Integration: HubSpot (for lead tracking)
