B2B SaaS · Paid Social
Regional software launch — creative iteration cycle
A Singapore-headquartered SaaS company preparing for ASEAN expansion needed paid social campaigns that generated qualified demo requests, not just website visits. We inherited a campaign with strong reach but a cost-per-lead three times above target. Our develop-frame started with audience resegmentation: separating decision-makers from influencers, and building creative variants that spoke to each group's specific objections.
Over eight weeks, we tested fourteen creative variants across static and short-form video, retiring underperformers weekly. Landing pages were rebuilt with message match to each ad concept — the generic product page was replaced with three purpose-built destinations. Result: 34% reduction in cost-per-qualified-lead and a 2.1× increase in demo-to-opportunity conversion rate within the CRM.
Professional Services · LinkedIn
Consulting firm — demand pipeline programme
A mid-size professional services firm relied on referrals and had no structured demand generation capability. We designed a LinkedIn-led campaign targeting CFOs and operations directors at companies in their ideal client profile — firms with 50 to 500 employees in logistics and supply chain sectors across Singapore and Malaysia.
The campaign combined thought-leadership content with direct-response offers: downloadable operational audit frameworks and invitation-only roundtable events. Creative testing focused on headline specificity — generic "Transform your operations" copy was replaced with sector-specific pain points. Pipeline attributed to the campaign reached 4.2× media spend in the first quarter, with an average deal size consistent with referral-sourced opportunities.
E-commerce · Retargeting
Regional retailer — cart recovery programme
An e-commerce brand with strong first-visit traffic but a 72% cart abandonment rate needed a retargeting programme that recovered revenue without eroding margin through excessive discounting. We mapped the abandonment funnel: product views without cart adds, cart adds without checkout initiation, and checkout initiation without completion — each requiring different creative and offer strategies.
Dynamic product ads were paired with sequential messaging: reminder, social proof, and time-limited offer — tested against a control group receiving single-touch discount ads. The sequential approach recovered 18% of abandoned cart value within six weeks while maintaining average order value. Discount depth was reduced by 40% compared to the previous blanket retargeting approach.
Financial Services · Google Search
Wealth platform — search campaign restructure
A digital wealth management platform was spending significantly on branded and category search terms but converting at rates below industry benchmarks for their segment. Tracking audit revealed duplicate conversion counting and a landing page that required twelve form fields before account creation — friction that search traffic would not tolerate.
We restructured the Google Ads account by funnel stage: awareness keywords directed to educational content, consideration keywords to comparison landing pages, and intent keywords to streamlined signup flows with three fields. Conversion tracking was rebuilt with server-side events. Cost-per-acquisition dropped 28% in the first month post-restructure, with lead quality scores (measured by advisor follow-up conversion) improving simultaneously.
