Driving 6x MQL Growth for a CI/CD SaaS Platform
Orchidea Digital overhauled Buildkite's paid search structure to reduce cost per MQL and grow qualified pipeline.
Overview
2023,
Buildkite
Buildkite was operating in a competitive SaaS category where CPCs were high and budget could disappear quickly without disciplined structure. The account had reached a $921.61 cost per MQL and generated only 100 MQLs over a five-month period, so the priority was qualified lead growth at a more sustainable cost.
Process
Reset the campaign architecture. Orchidea Digital moved away from broad, automated structures and created segmented exact and phrase match campaigns.
Controlled cost before scaling. Manual bid strategies and clearer keyword groupings helped stabilise spend and improve lead quality.
Expanded after the foundation worked. Once performance stabilised, the keyword mix was broadened into new high-intent opportunities.
"A paid search reset reduced cost per MQL and created the foundation for scalable SaaS demand generation."
Buildkite
CI/CD SaaS Platform
Outcome
-59% decrease in cost per MQL in one month.
+20% increase in MQLs in one month.
+696% QoQ increase in MQLs.
Cost per MQL later reached a historical low of $137.56, an 85% decrease from the start of the partnership.
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