Case study
Scaling qualified demand without scaling wasted spend.
A B2B SaaS engagement where SEO, paid media and conversion optimization were managed as one measurable growth system.
- Client
- Aster Labs
- Industry
- SaaS
- Service
- SEO + Google Ads + Website
- Engagement
- 5 months
Performance snapshot
Qualified leads
+72%
ROAS
2.8×
Pipeline trend
+72%
Qualified leads
More sales-ready enquiries from the same demand base.
2.8×
ROAS
Paid media efficiency improved while volume increased.
-31%
Customer acquisition cost
Lower blended CAC after channel and landing-page changes.
The challenge
Aster Labs had strong category demand, but acquisition had become harder to scale. Organic traffic was fragmented across low-priority topics, paid campaigns were optimized for lead volume instead of quality, and reporting did not connect channel activity to pipeline.
- High-intent pages were underperforming in search.
- Sales reported inconsistent lead quality.
- Paid acquisition cost was rising month over month.
- Weekly reporting did not show what to scale or stop.
What we did
- 01
Diagnose the acquisition system
Mapped search demand, campaign economics, conversion paths and sales feedback. This created one prioritized list instead of disconnected channel backlogs.
- 02
Rebuild demand capture
Focused SEO on commercial search clusters and restructured paid campaigns around intent. Budget moved toward segments with stronger downstream lead quality.
- 03
Improve the conversion path
Reworked landing-page hierarchy, proof, forms and message match between ad and page. The goal was fewer low-fit enquiries and more sales-ready conversations.
- 04
Measure against pipeline
Combined channel metrics with qualified-lead and pipeline signals in one weekly view. That made budget and content decisions easier to defend.
Results
Key metrics before and after
Indexed comparison, before = start of engagement
Qualified leads
Customer acquisition cost
Pipeline contribution over 5 months
Normalized index, month 1 = 100
Client testimonial
“The biggest change was not just more leads. We finally knew which growth decisions were working.”
The team stopped arguing over isolated channel reports and started reviewing one commercial picture. That made weekly prioritization much faster.
Ananya Mehta
VP Growth · Aster Labs
