CULTURE OF MARKETING
CULTURE OF MARKETING

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Driving Results for InvoicePilot

InvoicePilot, a SaaS company providing innovative invoice software, partnered with us to generate qualified free trials and reduce cost-per-acquisition (CPA) through targeted PPC campaigns and optimized funnels.

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CLIENT INDUSTRY
Finance / B2B SaaS
BUSINESS TYPE
SaaS (Subscription Software Model)
ENGAGEMENT PERIOD
February 2023 – February 2024 (12 Months)
Platforms
1
Google Ads (Search + Display)
2
LinkedIn Ads
3
Google Tag Manager & Analytics
4
Custom Landing Pages (Webflow)
SERVICES PROVIDED
1
Google Ads Setup + Keyword Funnel
2
LinkedIn Campaigns for B2B Leads
3
UTM Tracking + CRM Integration
4
Ad Copy & CTA Testing
5
Conversion Rate Optimization (CRO)

Focus

Generate qualified free trials and reduce cost-per-acquisition (CPA) through Google & LinkedIn Ads, with a funnel focused on high-intent keywords and B2B decision-makers.

The Problem

InvoicePilot had a great product, but:

Struggled to get trials despite traffic

Traffic was driven to the site, but conversions were low due to weak landing page optimization.

High CPA ($70+) on LinkedIn and Google Ads

LinkedIn and Google Ads were driving traffic, but the cost per acquisition was much higher than expected.

Generic Landing Pages that didn’t convert

Landing pages lacked personalization and industry-specific appeal, leading to low conversions.

No tracking for lead quality or lifetime value

Without proper tracking in place, it was difficult to measure lead quality or the long-term value of customers.

Solution

Culture of Marketing implemented a B2B-focused PPC and CRO strategy:

1. Google Ads with Bottom-Funnel Keywords

  • Targeted long-tail keywords like “invoice software for freelancers” and “recurring billing tool for startups”
  • Built granular ad groups by industry (agencies, freelancers, consultants)
  • Used click-to-trial conversion tracking for optimization

2. LinkedIn Targeting

  • Targeted job titles: CFOs, Operations Managers, Founders
  • Ran whitepaper download ads + demo CTA video campaigns
  • Used retargeting with testimonial carousels

3. High-Converting Landing Pages

  • Designed focused pages by industry segment (freelancers, startups, agencies)
  • Embedded testimonials, pricing options, and explainer video
  • A/B tested CTAs: “Start Free Trial” vs “Try It Now – No Card Needed”

Result

Free Trial Signups (Monthly Avg.)

Before: 110

After: 540

+390%

Cost Per Acquisition (CPA)

Before: $72.40

After: $19.60

-72.9%

Conversion Rate (Landing Pages)

Before: 3.5%

After: 14.1%

+302%

LinkedIn Ad CTR

Before: 0.42%

After: 1.88%

+347%

Monthly Paid Subscriptions

Before: 40

After: 170

+325%

Client Testimonial

“We were struggling with high costs and low conversions. Within a few months, Culture of Marketing completely rebuilt our PPC structure and gave us real, measurable results. It’s the best agency decision we’ve made.”

— Jason Webb, CEO, InvoicePilot

CULTURE OF MARKETING