How GrowthSpree Scaled BetterPlace's Pipeline with Multi-Channel Paid Ads
Multi-channel demand generation across Google, LinkedIn & Meta that grew MQLs 273% and generated a $500K pipeline in a single quarter.
The Mission
BetterPlace is a workforce management platform built for the industries that run on large, distributed, frontline teams — construction, logistics, and retail. Its mission is to digitize the entire workforce lifecycle, from hiring and onboarding through attendance, payroll, and benefits, so that businesses managing thousands of workers can do it with speed, compliance, and transparency.
The Challenge
For a workforce platform selling into enterprise and mid-market accounts, a predictable flow of qualified pipeline is non-negotiable. BetterPlace partnered with GrowthSpree to take full ownership of its paid advertising across Google, LinkedIn, and Meta — with a clear mandate: grow marketing-qualified leads, move them efficiently down the funnel, and bring cost per lead under control.
Key Challenges Identified
Our Strategy
We treated each channel as a specialist, not a duplicate. Google would carry high-intent, bottom-of-funnel demand and protect SQL quality. LinkedIn would target BetterPlace's ICP and scale MQL volume through stronger creative. Meta would drive cost-efficient reach and top-of-funnel volume. Underpinning all of it: tight tracking and a relentless focus on lead quality, not just lead count.
The GrowthSpree Approach
GrowthSpree took over BetterPlace's full paid stack across Google, LinkedIn, and Meta. We rebuilt targeting around high-intent and competitor keywords on Google, refined audiences and creative on LinkedIn — including testimonial-video creative that lifted performance — and used interest-based targeting on Meta to unlock low-cost volume.
Every channel was instrumented for clean attribution through GA and GTM events, heatmap tracking, and pixel integration — so optimization decisions were driven by qualified-pipeline signals, not vanity metrics.
How GrowthSpree Saved the Day
Google Ads
Google carried bottom-of-funnel demand. We focused on high-intent and competitor keywords to capture buyers actively evaluating workforce platforms — making Google the most consistent source of sales-qualified leads across the quarter.
LinkedIn Ads
LinkedIn became BetterPlace's MQL engine. By tightening ICP targeting and testing new creative — including testimonial videos — we scaled MQL volume sharply while cutting LinkedIn cost per lead by roughly 85% from January to February.
Meta (Facebook) Ads
Meta delivered the highest lead volume at the lowest cost. Interest-based targeting opened up cost-efficient top-of-funnel reach, with CPL bottoming out at ₹1,350 — the single most cost-effective lead source across the entire program.
Our Plan of Action: Multi-Channel Execution Strategy
Campaigns ran live across all three platforms, with GrowthSpree monitoring performance daily and optimizing toward qualified pipeline.
Tracking & Attribution Foundation
Instrumented clean conversion tracking across Google, LinkedIn, and Meta — events through GA and GTM, heatmap tracking, ad account setup, and pixel integration — so every MQL, SQL, and SAL could be traced to source and optimized against pipeline quality.
Channel-Specific Campaign Architecture
Assigned each platform a distinct role: Google for high-intent BOFU demand and SQLs, LinkedIn for ICP-targeted MQL volume, and Meta for cost-efficient reach — eliminating overlap and letting every rupee work where it was strongest.
Creative & Qualification Optimization
Ran continuous creative testing — testimonial videos on LinkedIn, refined keyword and bidding strategy on Google, interest expansion on Meta — and tightened lead qualification to convert rising MQL volume into real, sales-ready pipeline.
The Results: Multi-Channel Success
This Quarter
Jan → Mar
(Meta)
Across the quarter, the program delivered 82 MQLs, 8 SQLs, and 9 SALs — feeding a $500K pipeline.
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