.png)
About LeadSquared
LeadSquared is a cloud-based marketing automation and CRM platform built for businesses across finance, e-commerce, education, health and wellness, real estate, and hospitality. It helps sales teams manage leads, automate workflows, and track conversions across the funnel.
The product had a strong market fit and a growing customer base. What needed fixing was how efficiently the website and ad campaigns were converting interest into demos.
The Challenge
A Leaky Funnel and Underperforming Ad Spend
LeadSquared was growing fast, but the marketing funnel wasn't keeping up. Website visitors weren't converting into demo requests at the rate they should have, and Google Ads wasn't delivering a return that justified the spend.
Baseline metrics:
- Website form fill to demo conversion rate stuck at 25%
- Google Ads ROAS below 0.8x
- Lead quality was inconsistent, with limited visibility into which leads were worth pursuing
- Despite ongoing investment across channels, results had plateaued
The core problem wasn't traffic. It was friction in the form of experience, in the ad campaigns, and in how leads were being followed up. The team needed a systematic audit and a set of targeted fixes, not a full overhaul.
The objectives were clear:
- Increase demo bookings from existing traffic
- Improve Google Ads efficiency without raising spend
- Build a cleaner lead qualification and follow-up process
Our Approach
Removing Friction, Fixing Ad Spend, and Prioritizing the Right Leads
Our work focused on three areas: simplifying the conversion path, cleaning up Google Ads, and ensuring high-intent leads received proper follow-up.
- Streamlined the Request Demo Form
Reduced the form to a single field, i.e., email only. This removed the biggest barrier between a visitor and a demo request. Clearbit was integrated on the backend to automatically enrich each submission with company, role, and firmographic data. Hence, the sales team still got what they needed without making the visitor fill it all in.
- Optimized Homepage CTA
The primary call-to-action was repositioned and redesigned for better visibility and click-through. Small changes to placement and copy had a measurable impact on how many visitors actually clicked through to the form.
- Added Exit-Intent Pop-ups
Visitors who were about to leave without converting were shown a targeted pop-up. This captured a segment of leads that would have otherwise been lost entirely.
- Full Google Ads Audit
Every campaign was reviewed to identify what was performing and what wasn't. Budget was reallocated away from underperforming ads toward what was actually driving qualified clicks. This alone drove a meaningful reduction in wasted spend.
- Enriched Historical Leads with Clearbit
Leads from the previous six months were run through Clearbit to retroactively assess quality. This gave the team a clearer picture of which leads in the pipeline were worth re-engaging and helped sharpen targeting going forward.
- Landing Page Optimization
Landing pages were updated to align with the streamlined form and the improved ad targeting. Consistency between ad copy, landing page messaging, and the form experience improved the overall conversion flow.
- Multi-Threading Process for High-Intent Leads
A structured process was set up to route high-intent leads into ZoomInfo for deeper follow-up. This ensured that the best leads weren't just captured; they were actively worked.
- High-Intent Lead Prioritization
Resources were shifted toward nurturing leads that showed genuine purchase intent, rather than spreading effort evenly across all leads. This made the sales team more efficient and improved conversion downstream.
Results
More Demos, Lower Costs, Better Leads
Within 30 days of implementing the CRO changes, results were measurable. Over the full engagement (Aug 2022 – June 2024), the improvements continued and compounded.
.webp)