Case-study
NimbleS2P: Scaled MQLs by 39% While Reducing CPL by 22%
About
NimbleS2P is a procurement and spend management platform that helps enterprises streamline sourcing, supplier management, and financial operations.
Industry
Procurement Tech Software
Funding
Series A Funded
Location
Bengaluru, India
Key Results
39%
Increase in Marketing Qualified Leads (MQLs)
22%
Drop in cost per lead
How NimbleS2P Scaled Beyond a One-Person Marketing Team
When we met Rashmee, NimbleS2P’s solo marketer, she was handling everything—ads, content, emails, and reporting.
Challenges Faced
On a call, she shared: “We need to improve our Google paid search strategy to generate more qualified leads, improve SALs, and lower our cost per lead.”
Our Approach
We started with a deep audit of NimbleS2P’s campaigns and found key issues:
- Many Google Ads search terms weren’t relevant, and keywords had low search volume.
- Audience expansion was enabled, leading to wasted spend.
- No retargeting campaigns were in place, missing high-intent visitors.
- The landing page had no clear next step after a form submission, and there weren’t strong CTAs like "View Pricing" or "Schedule a Demo."
It became clear: Targeting was too broad, retargeting was missing, and the landing page wasn’t optimized for conversions.
Stage-Wise Approach for NimbleS2P
Step 1 - Keyword Identification & Research
- Found keywords that could work for this particular industry – Procurement.
- Analyzed competitors' keyword strategies to identify gaps and opportunities.
Step 2 - Campaign Strategy & Targeting
- Focused on high-intent, long-tail keywords to attract decision-makers.
- Used Google’s in-market and custom intent targeting to reach decision-makers actively researching similar solutions
- Set up GTM tracking for real-time insights into campaign performance.
Step 3 - Retargeting & ABM Integration
- Retargeted non-converting visitors with personalized ads.
- Ran multichannel ABM via Google, LinkedIn, and email.
- Developed unique landing pages tailored to different audience segments.
Highlights and Learnings
- Leveraged insights from initial campaigns to expand into additional geographies.
- Ran regular A/B testing of ad creatives, headlines, and landing pages to assess which elements resonated best with the audience.
Outcomes
- 39% increase in Marketing Qualified Leads (MQLs)
- 22% drop in cost per lead
Grux Digital improved our paid ads through advanced audience segmentation, leading to a 39% increase in MQL growth. We appreciated working directly with their experts, not through a project manager, which made communication more effective.
Rashmee Pandey
Head of Marketing at NimbleS2P
B2B SaaS Company: 39% increase in Marketing Qualified Leads (MQLs) for Procurement Tech Software
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