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How We Drove 52% Lower Cost Per Lead for a B2B SaaS Company
40 to 90 leads a month. CPL from $180 to $86. How a B2B SaaS targeting Southeast Asian SMEs cut cost-per-lead in half while doubling volume.
Lower cost per lead
More monthly leads
New cost per lead
The Client
A SaaS company paying too much per lead
Our client is a B2B SaaS company selling to small and mid-sized businesses across Southeast Asia. Their Google Ads generated a steady 40 leads a month, but at S$180 per lead the economics were tight — and there was no organic pipeline to lean on.
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B2B SaaS — targeting SMEs across Southeast Asia.
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40 leads a month, entirely from paid search.
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Cost per lead stuck at S$180.
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No organic / SEO pipeline to lower blended CPL.
The Challenge
Expensive leads, no organic backstop
Three issues kept cost-per-lead high and growth capped.
Problem 01
An inefficient Google Ads account
Broad match and loose structure spent budget on low-intent clicks that rarely converted.
Problem 02
Landing pages that leaked
Generic pages with weak messaging and unclear CTAs let hard-won clicks bounce.
Problem 03
100% paid dependency
With no SEO, every lead carried full ad cost — there was no compounding organic channel.
Our Strategy
Paid efficiency plus an organic engine
We tightened the paid account, fixed conversion, and built an SEO program to bring blended cost-per-lead down over time.
Google Ads restructure
Rebuilt campaigns around high-intent keywords and tight match types, with negative lists to cut wasted spend.
Conversion-focused landing pages
Rebuilt landing pages per use-case with sharper messaging, trust signals and clear CTAs.
Content-led SEO
Launched a content-led SEO program targeting the questions SME buyers actually search, building an organic lead source.
The Results
Measurable outcomes that changed the business
Within months the SaaS was generating more than double the leads at half the cost — with a growing organic pipeline on top.
Lower cost per lead — from S$180 down to S$86.
More leads a month — up from 40 to 90 qualified enquiries.
New cost per lead, with SEO continuing to pull it lower.
Head of Growth · B2B SaaS Company, Singapore
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