$501.61K OPPORTUNITIES GENERATED FOR SOFTWARE COMPANY

$501,610

Opportunities Generated

615

Leads

102

Leads Per Month

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The Challenge

LaborSoft, an HR software company, faced a familiar challenge: scaling its lead generation engine without compromising lead quality.

Their in-house team had seen flat performance from paid ads and lacked a cohesive SEO strategy. With ambitious revenue targets on the horizon, the company needed to realign its marketing efforts around campaigns that could deliver measurable pipeline impact and help sales close more qualified deals.

The Solution

To generate meaningful pipeline growth, we implemented a multi-channel campaign strategy focused on precision, scalability, and adaptability.

The three key pillars of this approach were: targeted Google Ads to capture high-intent prospects, a long-term organic search strategy to drive sustainable visibility, and rigorous reporting and optimization processes to ensure continuous performance improvement.

Each element worked in tandem to drive qualified leads and maximize marketing ROI.

Key Results:

491 leads delivered from Google search ads
82 leads per month, on average, from pay-per-click campaigns
$147.43K in sales opportunities from Google ads
124 leads delivered from Organic Search
$354.18K in deal opportunities from SEO campaigns

Paid Search Precision

To maximize return on ad spend, we launched a tightly controlled Google Ads campaign focused on high-intent, bottom-of-funnel keywords. Campaign structure was overhauled to include segmented ad groups aligned with specific product use cases, while custom landing pages were deployed to increase conversion rates.

As a result, Google Ads delivered 491 leads, averaging 82 leads per month, and accounted for $147.43K in sales opportunities. While the cost per lead was higher compared to organic search, the volume and consistent monthly flow made it a dependable source of net-new pipeline.

Building A Scalable Organic Engine

In parallel, we launched a robust content and SEO strategy. The focus was on building authority around core pain points their software solves. A mix of high-quality blog content, long-tail keyword optimization, and technical SEO audits boosted search visibility.

Though the lead volume from organic was lower (124 total leads, or 21/month), it yielded $354.18K in sales opportunities. This confirmed that organic leads, while fewer, were significantly more qualified and closer to purchasing intent.

Reporting & Optimization

Reporting and optimization played a critical role in campaign performance. We tracked key metrics like cost per lead, conversion rates, and pipeline contribution through real-time dashboards and monthly reviews.

Insights from both paid and organic channels informed agile decisions, such as shifting budgets to high-performing keywords and refreshing top content. This ongoing optimization helped maximize ROI and directly supported the generation of over $500K in opportunities.

CRAFTING A SCALABLE

Lead Generation Strategy

Search Ads

Targeted keyword bidding, compelling ad copy, negative keyword management, and conversion tracking

Ads Optimization

A/B testing, quality score improvements, audience refinement, and landing page alignment.

Conversion Rate Optimization (CRO)

Form optimization, CTA testing, heatmaps, and user journey analysis.

Content Strategy

SEO-driven blog posts, topic clusters, evergreen content, and optimized visuals.

Landing Pages

Dedicated, high-converting pages for each campaign with focused messaging and CTAs.

Conversion Tracking

Conversion tracking, audience behavior analysis, and custom event tracking setup.

Lead Magnets

Ebooks, free demos, and more to capture contact info and nurture leads.

Competitor Analysis

Evaluate competitors’ traffic sources, ad strategies, SEO performance, and content positioning.

Conclusion

The strategic focus on both Google Ads and organic search created a balanced, high-performing funnel in 2024. Paid search drove consistent lead volume, while organic efforts delivered deeper-funnel leads with higher opportunity value.

The result: a $501.61K marketing-driven pipeline and a proven playbook for sustainable revenue growth.

Paid Strategy

Highly focused Google Ads campaigns were launched with precise keyword targeting, compelling ad copy, and ongoing optimization. This approach led to a significant increase in qualified conversions from decision-makers.

Organic Strategy

Gated assets and conversion opportunities were leveraged to provide a compelling offer to potential leads. This maximized conversion rates and generated full-funnel leads.

Conversion Optimization

Key landing pages were designed with clear calls to action, streamlined forms, and trust-building elements. These improvements resulted in an increase in on-site conversions.

DATA-DRIVEN STRATEGIES THAT

Generate High-quality Leads

Market Veep is a results-driven marketing agency specializing in lead generation for businesses seeking to scale their customer base and boost revenue.

With a strategic blend of data-driven targeting, compelling creative, and performance marketing tactics, we deliver qualified leads that convert.

By aligning marketing efforts with our clients’ growth goals, we help you:

Eliminate wasted ad spend
Improve lead quality
Boost conversion rates
Fill your sales pipeline
Scale with confidence

If you're a software company looking to drive more leads and win more customers, let’s talk. Contact us today for a free, no-obligation proposal.

Data-driven Strategies That Generate High-quality Leads

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