Context
B2B SaaS (fleet management) with $15,000/month Google Ads budget. High CPMs on generic keywords, $186 MQLs, 11% free-trial-to-paid conversion. Heavy competition on 'fleet management software UAE'.
SaaS / B2B TechDubai, UAEQ3 2024 – Q1 2025
B2B SaaS Platform
Cost per MQL cut by 67% in 5 months
+369%
MQLs / month
-67%
Cost per MQL
+109%
Free trial → paid
At a glance
SectorSaaS / B2B Tech
MarketDubai, UAE
PeriodQ3 2024 – Q1 2025
The problem
Pivot from generic keywords to 'jobs to be done' queries + B2B audience segmentation + persona-specific landing pages.
Tools & technologies
The exact stack used to deliver these results — no secrets, everything documented.
Google Ads · SearchLinkedIn AdsHubSpot CRMClearbit EnrichmentCustom landing pages
Actions taken
- Search audit: 38% of budget went to informational queries (no purchase intent)
- Restructure into 4 persona campaigns (fleet manager, ops director, CFO, CEO)
- 4 dedicated landing pages with persona-specific social proof + video demo
- Custom lead scoring in HubSpot: Clearbit enrichment + engagement signals
- LinkedIn Ads remarketing on unconverted MQLs after 14 days
Results
| Metric | Before | After | Change |
|---|---|---|---|
| MQLs / month | 23 | 108 | +369% |
| Cost per MQL | 186$ | 62$ | -67% |
| Demo bookings | 8/mo | 34/mo | +325% |
| Free trial → paid | 11% | 23% | +109% |
Key takeaways
4 transferable lessons, applicable to your business regardless of sector.
- / 01
In B2B, 38% of Search budgets go to informational queries — segmenting by persona recovers that money.
- / 02
A persona-specific landing page (vs generic) doubles the free-trial-to-paid conversion rate.
- / 03
Lead scoring with Clearbit enrichment + CRM filters 60% of noise before it ever reaches a salesperson.
- / 04
LinkedIn 14-day post-visit retargeting is 4× more profitable than Google display retargeting in B2B.
Services involved
Every case combines multiple systems. Here are the ones that made the difference here:
Read next
Three more case studies from the same sector or with similar challenges.