Revamping CartonCloud’s PPC Strategy to Boost SQL Conversions and Drive Record Sales

The Challenge

CartonCloud is a leading B2B SaaS platform offering Transport Management System (TMS) and Warehouse Management System (WMS) solutions.

Before partnering with farsiight, CartonCloud faced a common challenge in scaling up PPC campaigns for SaaS. While MQLs (Marketing Qualified Leads) were increasing, the MQL to SQL (Sales Qualified Leads) conversion rate had dropped significantly, signalling that low-quality traffic was filling the pipeline. To drive sustainable growth, CartonCloud needed to optimise their lead quality and track performance more effectively.

Digital Strategy

• We implemented Google Ads Offline Conversion Tracking (OCT) to track and optimise for high-value actions like SQLs and closed deals in HubSpot, shifting the focus beyond just MQLs to ensure we captured true lead quality.
• Developed a structured funnel approach, segmenting users based on their behaviour on the site. 
• Optimised budget allocation, tailor messaging, and enhanced ad positioning for returning website visitors.
• Entered the New Zealand market to extend CartonCloud’s reach and continue scaling the account for broader growth.

Platform Tactics

• Identified top-performing audience segments and restructured campaigns to increase impression share for the segments that were consistently hitting above-target KPIs.
• Broke out the structure into high-intent keywords being users that are solution aware looking for “software”, “app”, “solution” etc vs. low intent for users that are solution unaware. 
• Expanded their channel mix with Display, Discovery, and YouTube networks to retarget engaged users with high-impact visual creatives, helping to increase brand touchpoints and engagement.
• Moved to an automated bidding strategy once sufficient data was collected on SQLs.