Case Study: Pinpointing Growth - Driving 300+ MQLs per Quarter for Pivigo’s SaaS Launch
- Tom O'Connell
- Apr 27
- 1 min read
Pivigo – bringing data science projects and talent together.
Challenge
Pivigo was preparing to launch their inaugural SaaS product and needed to generate high-quality marketing-qualified leads (MQLs) through paid social. Previous campaigns were inefficient:
Conversions were minimal, with ad spend largely wasted.
Cost per lead had reached hundreds of pounds, far above a sustainable level.
Targeting was too broad, pulling in irrelevant audiences such as enthusiasts and recruiters.
Solution
Tom rebuilt Pivigo’s paid social programme with a focus on precision and efficiency:
Introduced hyper-targeted LinkedIn campaigns aimed at the exact buyer profile.
Implemented a Pinpoint Technique for manual bidding — ensuring LinkedIn spend was tightly controlled and budget wasn’t wasted.
Deployed a retargeting framework to maximise ROI from engaged prospects.
Designed and optimised content to resonate with decision-makers and drive consistent conversions.
Results
The transformation was rapid and measurable:
300+ Paid Social MQLs per quarter, up from only a small handful.
CPL reduced from hundreds of pounds - £65 at the start, down to £27.
Cost-per-click consistently under £3 on LinkedIn, an exceptional benchmark in SaaS B2B markets.
A repeatable, scalable paid social engine that underpinned the SaaS launch.
If you’re looking to cut wasted spend, reach niche audiences, and turn paid social into a predictable growth channel, let’s talk about how I can help you achieve the same.