TripleDart Helped Fyle Increase Demos by 34% While Decreasing Costs by 27%

Fyle, a leading expense management platform, helps businesses streamline their financial operations through innovative software that simplifies expense reporting and reimbursement processes. When companies need efficient tools to manage their finances, Fyle delivers user-friendly solutions that actually work.

Fyle's Challenges

Before partnering with TripleDart, Fyle was facing several pain points that were limiting their paid advertising potential:

Resource Bottleneck: Fyle's lean in-house team was stretched thin, spending their time just keeping lead numbers steady. There was no bandwidth left for testing new approaches or exploring innovative campaign strategies that could drive better results.

Scaling Plateau: The team had done well getting their keyword campaigns to $100K+ monthly spend, but they'd hit a wall. Every attempt to push beyond that threshold either tanked performance or drove costs high.

Budget Without Direction: Fyle had extra budget sitting on the table, but no proven systems to put it to work. They needed new channels and strategies that could reliably turn ad spend into quality leads.

TripleDart’s Approach

Fixing What Was Broken First 

We dove into Fyle's existing campaigns to find the "bleeders" - campaigns where the budget was getting wasted. We paused any campaign or ad group that was pulling the CPL to over $2,000, so that we could maintain an average of $1,200 while scaling ad spends.

We also did conversion tracking and ensured all the right events were being sent properly. Instead of just throwing more money at the problem, we reallocated spend from underperforming areas to what was actually working. This kept their high-performing campaigns running strong while cutting the flab elsewhere.

Opening Up New Lead Sources 

The team was too dependent on a narrow set of keywords. We rolled out competitor campaigns and Dynamic Search Ads to tap into searches they were completely missing. This brought in fresh MQL conversions from audiences that hadn't been reached before.

We also implemented negative keyword updates - we typically did it twice a week but were flexible based on budget and traffic coming in. We ensured we kept it periodic and strategic.

Balancing the Cost Equation 

Bottom-of-funnel keywords were getting expensive, so we scaled up Pmax and brand campaigns to balance things out. We also sharpened the targeting with competitor callouts and shifted toward a more competitor-focused approach that was hitting the right prospects at the right time.

One cost-saving measure we implemented was not running campaigns on weekends. This helped keep the expenses to a minimum while maintaining lead quality during peak business hours.

Testing New Territory 

With Fyle's extra budget and Q3 pipeline targets in mind, we expanded into Account-Based Marketing on LinkedIn and prospecting campaigns on Facebook. This gave the team new experimental channels to explore without putting their core campaigns at risk.

Results

Here's what happened in just one quarter after we started working with Fyle:

Our Team

• Mahesh - Account Manager
• Raghu - PPC Specialist
• Mehak - PPC Analyst
• Praveen Swaminathan - Project Manager

Conclusion

Fyle's story shows what happens when you combine strategic thinking with tactical execution. Instead of just spending more money and hoping for the best, we systematically addressed each bottleneck that was holding back their growth. 

Fyle now has the systems and expertise to keep scaling their digital presence without breaking the bank on lead acquisition.

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