CleverTap, a leading customer engagement platform, was struggling with inefficient campaign structures, poor lead quality, and limited channel diversification. Their MQLs weren't converting to SALs as much as they wanted, and their cost per opportunity was high.
In 24 months, we transformed their paid engine—reducing cost per SQL by 42%, improving cost per opportunity by 20%. Here’s how they exceeded their FY24 pipeline quota by 113%.
“The team is dependable, takes ownership, and maintains agility to deliver.”
— Rahul Mantena,
Lead of Performance Marketing, CleverTap
About CleverTap
CleverTap is a cloud-based customer engagement platform operating in the SaaS space. Their platform enables brands to analyze customer data from mobile apps, websites, and other touchpoints in real time—then engage users via personalized messaging, segmentation, automation, and analytics.
As a growth-stage SaaS company, CleverTap targets marketing leaders, product teams, and growth professionals at consumer brands looking to improve customer retention and engagement.
They partnered with TripleDart to optimize their paid marketing engine and turn it into a scalable, efficient pipeline generator.
The Challenge: High Costs, Low Quality Leads
Before working with TripleDart, CleverTap faced multiple interconnected challenges that prevented their paid marketing from scaling efficiently:
Campaign Structure Issues
Their Google Ads account had an outdated campaign structure—50+ campaigns spread across six regions with no clear organization, leading to inefficient budget allocation and difficulty in optimization.
Poor Messaging
Generic ad copy and landing pages failed to communicate CleverTap's unique value propositions. Landing pages weren't built for conversions—they were generic, resulting in poor click-to-MQL rates.
Competitor Campaign Failures
Despite bidding on competitor terms, their CTRs were low due to messaging that didn't leverage CleverTap's competitive advantages. Low CTRs on competitor terms were directly linked to a poor messaging strategy.
Lead Quality Problems
While MQL volume was steady, the quality was poor. High CP-OPP meant they were burning budget on leads that wouldn't convert to opportunities. And poor MQL quality was leading to higher CP-OPP.
Limited Channel Mix
Campaigns were limited to Search and Google inventory alone without diversification. They relied heavily on Google Search, missing opportunities on Bing, LinkedIn, and other channels that could drive quality leads at lower costs.
LinkedIn Inefficiencies
Their LinkedIn campaigns suffered from:
- Poor campaign structuring leading to impression wastage on non-ICP accounts
- Poor clicks-to-MQL conversion on LinkedIn forms
- Lack of optimization for the platform's unique audience
CleverTap was looking to optimize their SEM and paid social campaigns on LinkedIn and Facebook to maximize pipeline value and increase SALs while getting more out of their marketing budget
TripleDart's Multi-Channel Optimization Strategy
We rebuilt CleverTap's paid marketing engine from the ground up, focusing on efficiency, quality, and scalability. Here's our quarter-by-quarter transformation:
Timeline of Impact
Campaign Restructuring
We consolidated their 50+ campaign structure into a strategic 30-campaign setup organized by:
- Geography
- Funnel stage
- Keyword theme
- Performance goals
This consolidation allowed for better budget control and clearer optimization paths.
Messaging Changes
Competitor Campaigns
We moved from generic messaging to leveraging product capabilities to our advantage in our ads. For example, compared to Braze, we highlighted that CleverTap is cost-effective - we utilized this in our ads.
We also improved search ad copies and included DKI (Dynamic Keyword Insertion) to improve competitor ads.
Regional Localization
For high-affinity regions like LATAM, Germany, and France, we created native language campaigns with culturally relevant messaging and dedicated landing pages.
Landing Page Transformation
We overhauled their landing pages with conversion-focused design by incorporating CRO elements in the LP. We also ran A/B tests on lead capture forms to experiment with shorter and longer forms.
CleverTap's landing pages were audited and restructured to optimize for copy, UX, readability, and page elements to drive more qualified leads
Result: 20-30% increase in conversion rates
Lead Quality Optimization
We implemented a systematic approach to improve lead quality:
- Keyword Optimization: Paused poor MQL-generating keywords
- Geographic Optimization: Applied location-level bid adjustments based on regional performance
- Campaign Focus: Maximized on campaigns with high MQL-Opp (Brand and competitors)
Channel Diversification
Bing Ads Expansion
We launched competitor campaigns on Bing Ads, capturing high-intent searches at lower costs than Google.
LinkedIn Evolution
- BOFU Lead Gen Ads: Launched BOFU lead gen ads on LinkedIn focused on decision-makers
- Message Ads with Vouchers: Launched message ads on LinkedIn with vouchers
- Form Optimization: Experimented with shorter forms on LinkedIn
- Retargeting campaigns: BOFU ads targeting high-intent website visitors, Paid ads for landing page visitors, and overall LinkedIn ads engaged audiences to drive demo leads.
We also launched new campaign types:
- Dynamic Search Ads (DSA)
- Broad Match Campaigns
- Performance Max
Advanced Strategies
Broad Match and TCPA Implementation
For regions like LATAM with lower search volumes, we used Broad Match and TCPA. This increased the Non-branded search theme volume and efficiency.
Remarketing with RLSA
We used Remarketing Lists for Search Ads (RLSA) by using audience data to generate leads and enhance search campaigns.
Dynamic Search Ads Strategy
We used DSA along with Broad Match to tap into more keyword pools and drive conversions. We analyzed the traffic to CleverTap's blog and product pages by mapping content with the potential target group, then launched tailored campaigns to optimize the content.
ABM-Lite Implementation
- Implemented ABM Lite strategies using Paid social, LinkedIn & Meta
- Precision Ad Spend: Allocated the majority of the ad budget to high-priority Target account lists that belonged to specific industries.
- Hyperpersonalized Assets: Launched industry-level campaigns targeting industry-specific lists with assets and case studies tailored to these niches.
- Competitor Displacement ads: Launched ads targeting competitors’ customers with personalized assets to improve conversion rates.
- Balanced Focus: Ensured campaigns drove both audience engagement and lead generation
- Display Ads: Used display ads to build awareness for new products and features, targeting custom intent and remarketing
Additional Optimizations
- Ad Scheduling: Optimizations in terms of ad schedule
- Mobile Bid Adjustments: Basic optimizations for mobile bid devices
- Offline Events: Experimented with offline events
- TAL List Strategy: 66% QoQ increase in users engaging with ads while using the TAL list
Results
Primary Metrics
Client Feedback
“TripleDart is our trusted partner for paid marketing. With a wealth of experience working within the SaaS marketing space, TripleDart brings invaluable insights and best practices to get the most out of paid campaigns. The team is dependable, takes ownership, and maintains agility to deliver. Overall, it's been a good experience working with them.”
Rahul Mantena,
Lead of Performance Marketing, CleverTap
Conclusion
Transforming CleverTap's paid marketing demanded a complete rethinking of their approach to digital advertising. By focusing on quality over quantity, diversifying channels, and building feedback loops between marketing and sales, we created a sustainable growth engine.
The results speak for themselves: lower costs, higher quality leads, and pipeline growth that exceeded targets. But more importantly, we built a system that CleverTap can scale as they continue their growth trajectory.
Ready to transform your paid marketing into a predictable pipeline engine? Let's talk about what TripleDart can achieve for your business.
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