Growth-led Performance Marketing Case Study
How growth.cx Built a Full-Funnel Acquisition Engine That Generated 480+ Qualified Leads for Paci
About Paci
Paci provides a unique combination of software and a personal accountant that helps businesses manage their finances accurately, efficiently, and on time. Owners and operators regain control of their finances through its intuitive interface.
Challenges Faced:
When Paci partnered with growth.cx, its paid acquisition efforts were generating inconsistent results.
The business relied heavily on Google Ads, but campaigns lacked proper audience segmentation, messaging consistency, and conversion optimization. As a result, lead generation remained expensive while overall lead quality was inconsistent.
- Low monthly lead volume despite continuous advertising.
- Cost per lead (CPL) ranged between AED 500 and AED 850, making campaigns difficult to scale profitably.
- Generic audience targeting that attracted low-intent traffic.
- Weak campaign structure with limited keyword segmentation.
- Landing pages that were not optimized for conversions.
- No structured remarketing or full-funnel acquisition strategy.
- Heavy dependence on a single advertising channel.
Our Objective:
Our goal was not simply to generate more leads.
We needed to build a scalable acquisition engine that could:
- Reduce customer acquisition costs.
- Improve lead quality.
- Increase monthly lead volume.
- Create demand beyond existing search traffic.
- Build a sustainable full-funnel marketing system that could scale over time.
Our Strategy & Execution
Instead of relying on a single advertising platform, we built a full-funnel acquisition strategy where each channel supported a different stage of the buyer journey.
- Google Ads captured high-intent prospects actively searching for accounting and bookkeeping solutions.
- LinkedIn Ads built awareness among business owners, finance professionals, and decision-makers across the UAE.
- Meta Ads nurtured and scaled demand through remarketing, creative testing, and website conversion campaigns.
- Remarketing re-engaged high-intent users with personalized messaging across Google and Meta.
- Landing pages, creatives, and budget allocation were continuously optimized using campaign performance data to improve conversion rates and reduce acquisition costs.
Phase 1: Optimizing Google Ads
We rebuilt the Google Ads account around search intent and high-performing service keywords.
Dedicated campaigns, brand protection, competitor targeting, and conversion-focused landing pages helped improve lead quality while reducing acquisition costs.
Result: Google became the primary bottom-of-funnel channel, delivering qualified leads at an average CPL of ~AED 150.
Phase 2: Building Awareness with LinkedIn
To complement search demand, we launched LinkedIn awareness campaigns targeting Paci's ideal customer profile, including business owners and finance decision-makers.
Educational content helped build engaged audiences that later fed into remarketing campaigns.
Phase 3: Multi-Platform Remarketing
We retargeted users who had interacted with Google, LinkedIn, or the website using personalized messaging and dedicated landing pages.
Different creatives were served based on each prospect's stage in the buying journey.
Result: Remarketing campaigns achieved an average CPL of AED 75–85, nearly 50% lower than initial acquisition costs.
Phase 4: Scaling with Meta Ads
Once remarketing audiences were performing well, we expanded into Meta Ads to increase lead volume.
We tested website conversion campaigns, lead forms, videos, testimonials, and multiple creative variations.
Website conversion campaigns consistently delivered better-quality leads while maintaining an average CPL of ~AED 45.
Budget Scaling
After validating performance across channels, budgets were allocated strategically:
- 45% Meta Ads
- 35% Google Ads
- 20% LinkedIn
This approach allowed each platform to contribute based on its strengths while maintaining a healthy blended CPL.
Creative Strategy
Throughout the campaign, we continuously tested different creative approaches, including:
- Human-focused visuals
- Product dashboards
- Customer testimonials
- Success stories
- Educational creatives
- Industry-specific messaging
Creative messaging was aligned with each stage of the funnel, ensuring users received relevant content based on where they were in the buying journey.
What worked?
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01
High-intent Google Ads campaigns consistently generated qualified leads.
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02
Website conversion campaigns on Meta delivered better-quality leads than lead forms.
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03
Cross-platform remarketing improved engagement and conversions.
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04
Continuous creative testing helped improve campaign performance.
What didn't work?
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Relying on a single advertising channel limited campaign growth.
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Instant Lead Forms prioritized lead volume over lead quality.
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Scaling campaigns before sufficient optimization reduced efficiency.
Results
Over 16 months, the campaign evolved from a single-channel Google Ads strategy into a scalable, full-funnel acquisition engine across Google, Meta, and LinkedIn.
Campaign Highlights
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01
Total Ad Spend: AED 65,000
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02
Total Leads Generated: 480+
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03
Blended Cost Per Lead (CPL): AED 135
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04
Lead-to-Customer Conversion Rate: 15–25%
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05
Lead-to-Customer Conversions: 72–95
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06
Lead volume increased by 2–3× from month 7 onwards.
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07
Improved lead quality through website conversion campaigns. During the initial phase, the single-platform approach achieved a 2–3% conversion rate.
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08
After implementing remarketing and a multi-channel acquisition strategy, the blended conversion rate improved from 2–3% to 6–7%.
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09
Built a sustainable multi-channel marketing system that consistently generated qualified leads.
- The first phase of the campaign (3-Month) consistently generated between 12 and 16 Leads Per Month.
- After implementing the multi-channel strategy, monthly lead volume increased to 25–35 qualified leads per month.
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.