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Client Success Story

How GrowthSpree Scaled BetterPlaces Pipeline with Multi-Channel Paid Ads

Multi-channel demand generation across Google, LinkedIn Meta that grew MQLs 273% and generated a pipeline in a single quarter.

- Pipeline Generated:
- MQL Growth (Jan-Mar): 273%
- Lowest Cost Per Lead: 1,350
- Best channel performance: Google Ads was the most consistent source of sales-qualified leads

The Mission

BetterPlace is a workforce management platform built for the industries that run on large, distributed, frontline teams construction, logistics, and retail. Its mission is to digitize the entire workforce lifecycle, from hiring and onboarding through attendance, payroll, and benefits, so that businesses managing thousands of workers can do it with speed, compliance, and transparency.

The Challenge

For a workforce platform selling into enterprise and mid-market accounts, a predictable flow of qualified pipeline is non-negotiable. BetterPlace partnered with GrowthSpree to take full ownership of its paid advertising across Google, LinkedIn, and Meta with a clear mandate: grow marketing-qualified leads, move them efficiently down the funnel, and bring cost per lead under control.

Key Challenges Identified

- Volatile cost per lead: LinkedIn CPL was running extremely high early in the engagement.
- Weak MQL SQL conversion: rising lead volume wasnt translating into qualified pipeline efficiently.
- Multi-platform coordination: Google, LinkedIn, and Meta needed distinct, channel-specific roles.
- Scale without inflating cost: more MQLs were needed but not at any price.

Baseline: Where BetterPlace Started

Baseline snapshot before the multi-channel paid program
- Spend / channels: Google, LinkedIn,



and Meta were running without distinct, coordinated roles, so spend overlapped instead of specializing.
- CAC / cost per lead: LinkedIn cost per lead was running extremely high early in the engagement, inflating overall acquisition cost.
- Conversion rate: Rising MQL volume wasnt converting efficiently into qualified pipeline a weak MQL-to-SQL handoff.
- Tracking issues: Attribution had to be rebuilt with clean conversion tracking across all three platforms, so decisions could follow pipeline quality rather than vanity metrics.

Our Strategy

We treated each channel as a specialist, not a duplicate. Google would carry high-intent, bottom-of-funnel demand and protect SQL quality. LinkedIn would target BetterPlaces ICP and scale MQL volume through stronger creative. Meta would drive cost-efficient reach and top-of-funnel volume. Underpinning all of it: tight tracking and a relentless focus on lead quality, not just lead count.

The GrowthSpree Approach

GrowthSpree took over BetterPlaces full paid stack across Google, LinkedIn, and Meta. We rebuilt targeting around high-intent and competitor keywords on Google, refined audiences and creative on LinkedIn including testimonial-video creative that lifted performance and used interest-based targeting on Meta to unlock low-cost volume. Every channel was instrumented for clean attribution through GA and GTM events, heatmap tracking,



and pixel integration so optimization decisions were driven by qualified-pipeline signals, not vanity metrics.

Strategy at a Glance

Campaigns

Each channel a specialist: Google for high-intent BOFU demand and SQLs, LinkedIn for ICP-targeted MQL volume, Meta for cost-efficient top-of-funnel reach.

Bidding budget

Concentrated spend where each channel was strongest high-intent and competitor keywords on Google, and interest-based Meta campaigns to unlock low-cost volume.

Landing pages creative

New creative including testimonial videos on LinkedIn, plus tighter lead qualification to turn rising MQL volume into sales-ready pipeline.

Tracking

GA and GTM events, heatmap tracking, and pixel integration for clean attribution so every MQL, SQL, and SAL traced back to source.

How GrowthSpree Saved the Day

Google Ads

Google carried bottom-of-funnel demand. We focused on high-intent and competitor keywords to capture buyers actively evaluating workforce platforms making Google the most consistent source of sales-qualified leads across the quarter.
- BOFU Focus
- High-Intent + Competitor Keywords

LinkedIn Ads

LinkedIn became BetterPlaces MQL engine. By tightening ICP targeting and testing new creative including testimonial videos we scaled MQL volume sharply while cutting LinkedIn cost per lead by roughly 85% from January to February.
- 85%
- LinkedIn CPL Reduction (Jan Feb)

Meta (Facebook) Ads

Meta delivered the highest lead volume at the lowest cost. Interest-based targeting opened up cost-productive top-of-funnel reach. Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 BetterPlace Case Study: Paid Ads Lead Gen | GrowthSpree (Bengaluru)
🏢 GrowthSpree
📍 Bengaluru