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When SalesDuo came to TripleDart, their paid search engine was generating leads, but not the right leads, and not at a sustainable cost. Fourteen months later, we'd rebuilt their entire acquisition system, slashing cost per lead while improving pipeline quality.
Here's how we did it.
Meet SalesDuo
SalesDuo is a full-service Amazon and eCommerce agency that helps brands scale their online marketplace presence through data-driven strategies and hands-off execution.
Combining the expertise of ex-Amazon professionals with proprietary AI systems, they partner with brands to optimize Amazon account management, advertising, SEO, product listings, inventory operations, and multi-platform growth across healthcare, fintech, e-commerce, and SaaS.
The Challenge: Lead Quality
SalesDuo had product-market fit. Their full-service offering resonated with sellers and vendors alike. But their paid search engine wasn't built to scale and target efficiently.
Budget Leakages
Significant spend went to competitor terms and informational searches that would never convert into agency clients. Terms like "brushing scams" and "seller central login" consumed over 100 clicks from people who weren't in-market for agency services.
Keyword Conversion
Core acquisition terms like "amazon agency," "amazon ppc agency," "amazon listing optimization" generated clicks but few conversions. The disconnect was between the ad, the landing page, and buyer expectations.
Fragmented Campaigns
There were over 20 campaigns across US, UK, Middle East, and ROW markets. Many had overlapping keywords, thin budgets, and no clear rationale for allocation. Campaigns were paused and re-enabled without a strategy.
Volume-Value Trade-off
The MQL-to-SQL conversion rate sat at 9%, below the 40% benchmark. Campaigns were optimized for lead count, not for prospects that sales could close.
TripleDart's Approach: Building a Search-Led Growth Engine
Our strategy unfolded in four phases, each building on the last.
Phase 1: Cleanup & Waste Elimination
Before scaling, we stopped the leaks.
Major Actions:
- Added negative keywords to block informational queries that had consumed over 100 clicks with zero conversions
- Paused underperforming campaigns across UK, Middle East, Walmart, and Account Management segments that were spreading budget too thin
- Killed competitor campaigns that had burned budget with negligible qualified returns
Outcome: Immediate reduction in wasted spend. Budget freed up for reallocation to campaigns actually producing leads.
Phase 2: Campaign Restructure
The account lacked clear attribution. Branded and non-branded traffic were mixed, and the old DSA setup was muddying performance data.
Major Actions:
- Launched a rebuilt Dynamic Search Ads campaign targeting the homepage, replacing the older DSA setup
- Consolidated over 20 overlapping campaigns into a focused set with a clear purpose
- Separated branded and non-branded traffic for accurate performance visibility
Outcome: Clear visibility into true acquisition cost. Attribution was finally accurate enough to optimize against.
Phase 3: Efficiency Scaling via DSA
With clean data, DSA was clearly outperforming traditional keyword campaigns. We scaled it aggressively.
Major Actions:
- Scaled DSA budget as the primary acquisition lever
- Re-enabled high-intent campaigns (Top States USA, Full-Service Agency) with tighter geo and keyword targeting
- Added callout extensions and refined ad copy across active campaigns
- Transitioned select campaigns to manual CPC for tighter cost control
Outcome: Q4 CPL dropped 53% compared to the prior 12 months. December 2025 alone produced the highest single-month conversions in account history.
Phase 4: Conversion Quality & Pipeline Focus
Leads were coming in cheaper, but MQL-to-SQL conversion sat at 9%.
Major Actions:
- Refined audience segments to better reflect actual customer profiles
- Laid groundwork for value-based bidding, assigning conversion values to shift Google's optimization toward quality
- Added qualification signals to the lead flow to help sales prioritize
Outcome: Foundation set for sustainable, quality-focused acquisition in 2026.
Budget Reallocation Strategy
At the beginning of our engagement, we mapped revenue impact by geography and found a mismatch.
Over half of SalesDuo's budget was going to India, which generated the majority of leads. But the US, with just a quarter of the budget, was generating more revenue.
We shifted 60% of spend from India to the US after mapping revenue impact per geography.
Outcome: Lead volume increased 2.6x in a single quarter.
Budget Optimization Under Constraints
Halfway through our work together, SalesDuo reduced their ad budget by 75% because of internal reasons.
With a quarter of the original budget, every dollar had to count. We doubled down on what was converting, cutting wasted spend, rebuilding campaign structure around efficiency, and focusing exclusively on high-intent search.
Q4 became the best quarter the account had ever seen, despite running on minimal budget.
Results
TripleDart’s Team
- Martina Gladys: Senior Account Manager – Paid & Organic Performance
- Claron Kinny: SEO Expert
- Sudha: Project Management
- Sabarinathan R: Founder Guidance
Conclusion
Solving SalesDuo's performance marketing challenges required a mix of applying tested playbooks and experimenting with new ones.
We've done this for over 250 B2B companies, taking their biggest marketing challenges and solving them together.
If you need a partner that truly owns your KPIs and has the expertise to navigate your marketing challenges in 2025, let's talk about what TripleDart can unlock for you.
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