Lead quality transformation via Value-Based Bidding

Multi-channel paid media generating 400+ MQLs/month across Google, Bing, Meta, and LinkedIn. Implemented Value-Based Bidding with custom Salesforce signals to optimize for lead quality over volume. Built Pardot form value signals and Discovery stage feedback loops to train Google's algorithm on what a good lead actually looks like.

Results

• MQL-to-SQO conversion rate improved from 26% to 37%
• 65 T1 Wins in one month — 10% above target
• $219K ACV in a single month — 5% above target
• Pipeline grew to $407K/month — up 10% vs 6-month mean
• Average days to convert dropped from 51 to 22-31
• Non-freemail MQLs hit 15-month high (864/month)

Platforms