B2B SaaS Performance Marketing Case Study | Voxbay

Growth-led Performance Marketing Case Study

How growth.cx leveraged Google & Meta to generate 750+ MQLs and cut CPL by 50% for Voxbay?

700%

increase in MQLs

50%

Decrease in CPL

67%

Increase in Traffic

About Voxbay

Voxbay is a cloud communication platform offering business telephony solutions like cloud IVR, virtual numbers, click-to-call, and call tracking. Designed for startups and enterprises alike, Voxbay helps streamline customer interactions, improve support efficiency, and scale communication effortlessly.

Pain-Points Faced by Voxbay

  • Limited paid performance readiness due to a lack of ad-optimized landing pages and incorrect conversion tracking.
  • Inefficient campaign structure and broad audience targeting are impacting lead quality and CPL.
  • Need to clearly identify and segment high-intent buyer personas across Google and Meta.
  • Requirement to build a scalable performance framework to consistently drive MQL growth.

Offices :

Kochi, India

Business Type :

B2B SaaS

Industry:

Telecommunications

Ideal Customer Profile :

Regions:India

Buyer Persona: Sales managers, support heads, and operations managers at growth-stage companies

Domains:Cloud Telephony, Virtual Contact Centers, Customer Communication

Company Size: Startups, SMEs, and mid-market businesses (10–500 employees)

Our Observations & Challenges

  • Only the Homepage is available, and no Specific Landing pages are available at Start.
  • Conversion tracking was wrong
  • Website not optimized for Ads.
  • The previous campaign structure was poorly organized and lacked a clear strategic approach.
  • Meta Audience was very broad, and creative testing was not done properly & Meta Pixel was not set up properly.

Challenges we faced

  • Identifying the potential customer profile.
  • Setting up a performing campaign structure for Google
  • Enabling Adgroups to target different audiences. In Meta, with a well-researched audience
  • Optimizing the Ad spend to extract maximum lead flow

Our strategy

By doing extensive Competitive Brand and Competitive Research, we zeroed in on starting with Google Search Campaigns and expanding to other Campaign types further down the line.

Platforms

  • Google

Campaigns 

  • Google Search Brand Awareness.
  • Google Search Lead Generation.
  • Demand Gen Lead Generation.

Ad Copy Strategy 

  • Focusing on brand awareness in the initial stages.
  • Lead generation-focused copies enable users to take action.
  • CTA are designed to get trial and demo bookings.

Platforms

  • Meta

Campaigns 

  • Brand Awareness
  • Website Traffic
  • Website Conversion
  • Instant Form

Ad Copy Strategy 

  • Focusing on Brand Awareness in Initial Stages.
  • Lead generation-focused creatives enable users to take action.
  • CTA are designed to get trial and demo bookings.

Our Execution:

  • We started with a brand awareness campaign.
  • Started lead generation campaigns with different ad groups, focusing on products and features
  • A/B Tested with different Ad copies, Ads, CTA, and Landing Pages.
  • We Also Started Demand Gen Campaigns.
  • In meta, we started with brand awareness, followed by website traffic, to increase website visitors.
  • For meta, we crafted product and feature-specific creatives with action-taking CTAs
  • Enabled very good number of lead flows.

What worked?

  • Ultra Optimized keyword strategy
  • Regularly Monitoring Negative Keywords
  • Targeting mobile users and using bid adjustment for pc users
  • A/B Testing of Ads
  • Segmenting Adgroups
  • For a narrow audience, segregated by industry and job titles, it worked well.

What didn't work?

  • Wider Targeting without segmenting Adgroups.
  • Linkedin targeting

End Result

  • Total MQLs generated in 6 months: 796
  • Google: Increased MQLs from 40 in Q1 to 153 in Q2 reducing CPL from INR 945 to INR 724
  • Meta: Increased MQLs from 214 in Q1 to 257 in Q2

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Case Studies

Key Services : Branding, Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing.

Key Services : Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing

Key Services : Branding,Website UI, Content Marketing, Messaging, Positioning, Wordpress Development.