Nordwind: demo requests for a B2B SaaS in the US
A Ukrainian restaurant management platform was entering the US market. We rebuilt Google Ads around high-quality demo requests and grew qualified leads 2.8×.
×2.8SQLs per month
−44%cost per SQL
$310KARR from ads
23%of demos become deals
Challenge
Nordwind got lots of free-trial sign-ups from small cafés that never paid. Sales spent hours on poor-fit demos, and a qualified lead cost up to $480.
What we did
- Offline conversions: sent HubSpot deal stages to Google to optimise for SQLs.
- Keywords: focus on restaurant group searches and competitor comparisons.
- Landing pages: separate pages for chains, bars and dark kitchens with an ROI calculator.
- LinkedIn remarketing: nurtured decision-makers with customer case studies.
Results
SQLs grew from 21 to 59 per month while cost per qualified lead fell to $270. In six months ads generated $310K in annual recurring revenue.
Our reps finally talk to people who are ready to buy, not to everyone.
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