Growth-led Performance Marketing Case Study

How growth.cx Reduced Zappyhire's Cost per Lead by 50% While More Than Doubling Lead Quality in 3 Months

About Zappyhire

Zappyhire is an AI-powered recruitment automation platform that helps enterprises streamline the entire hiring lifecycle, from sourcing and screening to interviews and onboarding.

Website :

https://www.zappyhire.com/

Business Type :

HR B2B SaaS

Offices :

India

Challenges Faced:

The client was generating leads, but the account was facing several performance issues:

Cost per lead ranged between ₹3,800–₹5,000, making acquisition expensive.
Campaign structure had grown inconsistent over time.
Ad groups were not segmented based on product features or user intent.
Search campaigns suffered from low CTR and weak Search Impression Share.
Several campaigns were losing valuable impressions due to poor account structure and relevance.
Landing pages were too generic and did not align with different search intents.
MQL to SQL conversion rate remained low at only 12–15%, indicating lead quality issues.

The objective was not just to reduce cost per lead but to generate leads that were more likely to convert into qualified sales opportunities.

Our Objective:

Reduce cost per Lead without sacrificing lead volume
Improve MQL to SQL conversion rate
Fix campaign structure around products and user intent
Capture competitor and comparison traffic that was being lost

Our Strategy & Execution

Complete Campaign Restructuring

Rebuilt the account from scratch around product categories, features, and search themes
Improved keyword relevance and Quality Scores across the board
Created a clean, scalable structure to optimize from

Intent-Based Ad Group Segmentation

Broke out ad groups by specific user intent instead of grouping unrelated keywords
Each ad group focused on a core feature, pain point, or high-intent query
Lifted CTRs and pushed Quality Scores up across campaigns

Alternative Landing Page Strategy

Identified high volumes of comparison and competitor-intent search traffic
Built dedicated alternative landing pages for this segment
Each page covered why customers switch, product advantages, feature comparisons, and clear CTAs
Turned previously wasted competitor traffic into qualified leads

Landing Page Redesign

Clearer messaging and better information hierarchy
Stronger, more direct CTAs
Tighter alignment between ad copy and landing page content
Smoother path from click to enquiry

Continuous Performance Optimization

Ongoing refinement of Search Impression Share and CTR
Regular negative keyword cleanup
Search term audits to remove low-intent traffic
Budget shifted consistently toward top-performing campaigns and keywords

What worked?

01
Rebuilding account structure around intent had an immediate impact on Quality Scores
02
Tightly themed ad groups improved CTR and reduced wasted spend
03

Alternative landing pages converted competitor-intent traffic that was previously being lost
04
Landing page redesign improved conversion rates across all campaigns
05
Continuous budget and keyword optimization kept performance compounding

What didn't work?

Patching the old campaign structure through incremental changes was not viable; a full rebuild was necessary.
Generic landing pages consistently underperformed regardless of ad quality.