HyperStart Achieves 2X the Lead at 73% Less Cost with PipeRocket's Winning Strategy Formula

The challenge

Two compounding problems:

• SQO pipeline was too thin. High-value deals weren’t moving through fast enough, creating gaps in the forecast.
• Mid-market and enterprise leads were hard to attract. SMB inbound was easy. The ones that closed at $50K+ ACV — much harder.

Our approach

We rebuilt the paid programme from the search query up. Four phases.

Phase 1 — Measure every keyword against pipeline

Not clicks. Not even MQLs. We mapped every keyword to whether it was producing SQOs, then bid up the winners and cut the rest.

Phase 2 — Search term analysis, then exclusion

Pulled the search term report, isolated queries that were burning budget without converting, and pushed them into the negative keywords list. This became a weekly habit, not a one-time project.

Phase 3 — Restructure campaigns

Pruned underperforming ad groups and consolidated spend behind the campaigns and themes that were producing actual SQOs. Removed redundancy and over-segmentation.

Phase 4 — Rewrite ad copy and landing pages

Generic landing pages were converting at SMB rates. We rewrote them to speak to legal-ops buyers specifically — their pain (manual review cycles, audit trails, redlining bottlenecks) and their language.

The results

Across one quarter, SQO volume doubled — from 4 leads to 11. More importantly, cost per lead dropped 73%, meaning the doubled volume wasn’t bought with extra spend. Same budget. Tighter targeting. Better ICP match. The pipeline got cleaner and cheaper at the same time.

Over the engagement we ran 10+ experiments — landing page variants, ad copy tests, audience exclusions. Most failed. The ones that worked compounded.