Case Study
TranZact
How We Helped Tranzact Cut Their Cost per SQL by 60% by Rebuilding Performance Strategy Around CRM Signals & Funnel-Aligned Creative
TranZact is a fast-scaling SaaS ERP product built for Indian SME manufacturers — solving operations fragmentation across Tally, Excel, and disparate tools. They had a sizable ad budget, a working funnel, and a strong MICP definition. But despite decent MQL volume, bottom-funnel cost (SQLs, sales demos) was unacceptably high. Creative fatigue, non-performant lookalikes, and platform misallocation were silently compounding CAC inefficiencies.
Key Business Challenge
Rebuild the performance engine from the ground up — platform by platform, funnel by funnel — and create a system that could deliver scalable SQLs while improving on cost per business-ready lead.
Before Realigning Strategy, We Diagnosed
Where the Performance System Was Bleeding Quality
Budget Over-Concentration on Google
86% of media was Google-heavy despite Meta delivering 81% lower MICP cost and 46% lower BPM cost. Campaigns on Google were optimized for lead volume, not lead intent.
Creatives Focused Only on Awareness
Old creatives addressed the problem space (“ERP is broken”), but didn’t move users through solution logic, proof, or urgency.
High-Potential Geos Underutilized
Key Tier 2/3 industrial clusters (e.g., Nashik, Coimbatore) were converting well — but had no geo-targeted push.
From MQL Volume to SQL Precision
We Rebuilt Tranzact’s Paid Engine
Budget Shift to Meta with CRM Goals
Pivoted 77% of spend to Meta where BPM and MICP cost was structurally lower. Switched from top-level conversions to custom CRM signals for MICP/BPM.
Google Rebuilt From Search Intent Upwards
Pruned 50% of irrelevant keywords. Focused only on manufacturing-aligned ERP terms. Introduced CRM-based signal optimization for BPM/MICP events, not CPL.
#ROI
Strategic Framework
Every lever (Meta, Google, YouTube, and LinkedIn) — platform mix, creative strategy, targeting structure, and form logic — was rebuilt to serve business metrics like BPM cost and SQL quality.
3-Layered Funnel Creative System
TOF = factory automation as a hook; MOF = impact stats of Tranzact on real manufacturers; BOF = video testimonials & proof-of-demo outcomes. CTR ↑ 57%, CVR ↑ 14%.
YouTube TOF With Credibility Assets
Deployed celebrity-fronted explainer + testimonial videos focused on pain points, social proof, team trust, and manufacturing depth. Led to 3.4x branded search lift.
We didn’t “add channels.” We architected a funnel system. Meta drove qualified volume. Google was rebuilt for deep efficiency. YouTube seeded top-funnel belief and brand search. LinkedIn was leveraged for credibility and intent reinforcement. Every platform had a role — and every signal was CRM-aligned.
In 12 Months of Launch
Here Were Our Results
One regional Meta campaign in Nashik, targeting ERP-pain creatives + geo-personalized CTA, delivered best Cost/ BPM — proving that penetrating deeper into industrial belts would amplify results faster.
We expanded this thought to 10 Other Industrial cities like Erode, Coimbatore etc. with localised messaging.
Our Learnings
We Don’t Just Scale Spend
We Build CRM-Trained, Funnel-Aligned Lead Engines.
Regional SaaS markets behave differently. Geo-messaging is not just “nice to have” — it moves CAC.
Creative sequencing matters more in B2B SaaS than budget shifts. Pain → Proof → Trust is non-negotiable.
CRM signal loops outperform LLA-based targeting — especially when platforms are trained on real sales events.
YouTube is not just for branding — it’s a TOF primer that sharpens search and Meta downstream.
For us, performance marketing in SaaS isn’t about leads — it’s about structured, funnel-wide motion that delivers revenue conversations at scalable CAC.