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.
BetterPlace × GrowthSpree — At a Glance
- GrowthSpree generated a $500K pipeline for BetterPlace in a single quarter through multi-channel paid advertising.
- Marketing-qualified leads grew 273% from January to March, scaling from 11 MQLs in month one to 41 in month three.
- Cost per lead fell as low as ₹1,350 on Meta, the most cost-efficient channel in the program.
- LinkedIn cost per lead was cut by roughly 85% from January to February through tighter ICP targeting and testimonial-video creative.
- Google Ads was the most consistent source of sales-qualified leads, driven by high-intent and competitor keywords.
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
Baseline: Where BetterPlace Started
| Spend / channels | Google, LinkedIn, and Meta were running without distinct, coordinated roles, so spend overlapped instead of specializing. |
|---|---|
| CAC / cost per lead | LinkedIn cost per lead was running extremely high early in the engagement, inflating overall acquisition cost. |
| Conversion rate | Rising MQL volume wasn't converting efficiently into qualified pipeline — a weak MQL-to-SQL handoff. |
| Tracking issues | Attribution had to be rebuilt with clean conversion tracking across all three platforms, so decisions could follow pipeline quality rather than vanity metrics. |
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.
Strategy at a Glance
Campaigns
Each channel a specialist: Google for high-intent BOFU demand and SQLs, LinkedIn for ICP-targeted MQL volume, Meta for cost-efficient top-of-funnel reach.
Bidding & budget
Concentrated spend where each channel was strongest — high-intent and competitor keywords on Google, and interest-based Meta campaigns to unlock low-cost volume.
Landing pages & creative
New creative including testimonial videos on LinkedIn, plus tighter lead qualification to turn rising MQL volume into sales-ready pipeline.
Tracking
GA and GTM events, heatmap tracking, and pixel integration for clean attribution — so every MQL, SQL, and SAL traced back to source.
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.
The Business Impact
What the multi-channel program delivered where it counts — pipeline, qualified leads, cost efficiency, and MQL growth.
| Metric | Value |
|---|---|
| MQLs — month 1 | 11 |
| MQLs — month 3 | 41 (+273%) |
| Total MQLs (quarter) | 82 |
| SQLs | 8 |
| SALs | 9 |
| Pipeline generated | $500K |
| Channel | Role | Cost / outcome |
|---|---|---|
| Google Ads | BOFU high-intent + competitor keywords | Most consistent SQL source |
| LinkedIn Ads | ICP-targeted MQL volume | CPL cut ~85% (Jan → Feb) |
| Meta Ads | Cost-efficient top-of-funnel reach | CPL as low as ₹1,350 |
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