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Paid Acquisition · Unit Economics
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Rebuilding a Broken Paid Growth Engine for a B2B SaaS Platform
Stopped a mounting CAC problem for a B2B SaaS company by diagnosing the acquisition architecture from channel through to close, and rebuilding the parts that were bleeding money quietly.
introduction
The platform had a clear product and a genuine customer base. MRR was hovering around ₦4.8M, the team had grown to 22 people, and the founder had been running paid acquisition on Meta and Google for nearly a year. On paper, it should have been scaling. Instead, every month cost more to produce roughly the same number of new customers. The sales team was closing at what felt like a reasonable rate. But the numbers told a different story: CAC had doubled in eight months while LTV had barely moved.
the challenge
When we ran the full acquisition diagnostic, the problem wasn't in any single place — it was in the architecture. The paid campaigns were generating traffic, but the traffic intent was misaligned with the offer. The trial sign-up flow was frictionless in the wrong direction: it let in a high volume of low-fit leads who consumed support resources and churned before converting. The sales follow-up sequence started too late and led with product features rather than buyer outcomes. And the pricing page: the one place where intent became decision, was structured for confusion, not conviction. Each part of the funnel was functional. Together, they were expensive.
Solution
We broke the sprint into three parallel workstreams.
Audience and Channel Tightening: We restructured the paid campaigns around three tightly defined buyer segments rather than broad industry targeting. Ad creative was rewritten to pre-qualify intent — leading with the specific problem each segment recognised rather than product positioning.
Trial Flow Redesign: We introduced a short qualification sequence at sign-up that filtered for fit without adding friction for qualified buyers. This reduced trial volume by 20% and simultaneously increased the quality of leads entering the pipeline.
Sales Sequence and Pricing Rebuild: The post-trial follow-up sequence was rewritten and timed to fire earlier, leading with outcome-based language and a clear ROI framework specific to each buyer segment. The pricing page was restructured with one lead tier, a clear anchor, and a comparison architecture that made the middle option the obvious choice.
Result
Customer acquisition cost fell 43% over 60 days
Trial-to-paid conversion rate moved from 11% to 27%
Monthly qualified trial volume stabilised while unqualified volume dropped
Sales cycle shortened by an average of 9 days
MRR crossed ₦6.1M by the end of the engagement period
