How Sis id quadrupled its MQLs in 3 months with Google Ads and LinkedIn Ads

Sis id, which publishes a SaaS payment security solution, multiplied its MQL volume by 4 over three months of campaigns compared with the previous three months, while cutting advertising spend by 43% and cost per MQL by 88%. These results come from a paid acquisition setup taken over by Growth Room since June, across Google Ads and LinkedIn Ads.

About Sis id

Sis id publishes a SaaS solution dedicated to payment security. Its business is B2B: it sells to companies looking to secure their payment flows. The subject sits inside financial processes, which means several functions are involved in the buying decision.

That reality shapes paid acquisition. Demand cannot be captured on volume alone: loose targeting produces contacts who have neither a real need nor the standing to commit their company on this kind of topic. Qualification therefore matters as much as the number of forms submitted, and it is what decides whether a lead becomes a sales opportunity.

The starting point

We took over an existing advertising account. A first acquisition test had been run on the paid channel without meeting its objectives. Three problems were on the table from the outset.

First, cold acquisition did not cover the whole account: part of the budget was spent on audiences already exposed to the brand rather than on new prospects. Second, lead volume stayed very low, at a cost per lead above €1,000. Third, no SQLs came out of it: the contacts generated did not turn into opportunities for the sales team. The paid channel was expensive and produced no deals.

Google Ads and LinkedIn Ads: rebuilding the existing account

Cleaning up the acquisition channel

We took over and optimised all the campaigns already running, on Google Ads as well as LinkedIn Ads, rather than starting from a fresh account. The goal was to clean up the channel: identify what was consuming budget without producing MQLs, and redeploy spend onto what actually addresses cold demand.

That work explains the drop in spend. Cutting the budget by 43% was not a brief, it is the consequence of switching off campaigns that returned nothing. MQL volume grew at the same time, on a smaller investment.

Connecting HubSpot and the ad platforms

Campaigns were connected to the HubSpot CRM so that a contact's actual status feeds back to the advertising platforms. The platforms are therefore optimised on MQLs, not on a click or a submitted form.

This is what makes optimisation possible: without that feedback, an advertising account learns to produce forms, not qualified leads. With it, every budget decision is made on the quality observed downstream, including targeting, keywords, audiences and messaging.

Steering on cost per MQL

The steering metric is cost per MQL, not cost per click or cost per form. It is the only one that allows Google Ads and LinkedIn Ads to be compared on the same basis, when the two channels work in different ways: expressed demand on one side, targeting by company and job function on the other.

Over the first three months, that metric fell by 88% compared with the previous period. The combination matters more than any single figure: four times more MQLs, with 43% less spend.

Results

• MQL volume multiplied by 4 over the first three months of campaigns, compared with the previous three months.
• 43% reduction in advertising spend over those same three months.
• 88% reduction in cost per MQL compared with the previous period.

The engagement has been running since June across both channels. The approach stays the same: an advertising account kept clean, conversion data flowing from the CRM back to the ad platforms, and budgets decided on cost per MQL rather than traffic volume.

Looking to generate qualified B2B leads?

Growth Room launches and runs your LinkedIn Ads campaigns, targeted by job function and company, with MQL and SQL tracking. To find out more, discover our LinkedIn Ads agency.