B2B SaaS Performance Marketing Case Study - Dakini

Growth-led Performance Marketing Case Study

700+ High‑Quality Leads on Meta and a 43.8% Conversion Rate on Google: How We Strategized and Executed AI‑Agent Campaigns for Dakini

dakini

700+

high-quality leads

43.86%

Google Ads conversion rate

About Dakini

An India-focused AI agent platform that understands your business context, speaks your language, and integrates with your tools.

Pain Points Faced By Dakini

  • New market entrant with no prior paid campaign data or benchmarks.
  • Limited web infrastructure with only a generic homepage and no conversion-focused landing pages.
  • Need to validate demand and positioning for AI agents in the Indian market.
  • Requirement to identify the most cost-efficient platforms for generating high-quality leads.

Offices :

Chennai, India

Business Type :

B2B SaaS

Industry:

AI Agent Platforms

Ideal Customer Profile :

Regions: India

Buyer Persona: Managers, directors, and executives seeking AI-powered customer engagement in key industries.

Domains: AI Automation, Customer Support, Sales Enablement, Business Process Automation.

Company Size: Startups, SMEs, and mid-market businesses

Our Observations & Challenges

  • New Entrant Status: Dakini is a newly launched brand entering the AI space.
  • Initial Product Focus: Started with core offerings such as AI Voice Overs, Text-to-Speech, and AI Voice Generator tools.
  • No Prior Ad Experience: Dakini has no previous experience or data from ad campaigns.
  • Limited Web Presence: Initially, they only had a generic homepage with no dedicated landing pages.
  • Strategic Need: To run effective performance campaigns, we need to build structured use-case specific and industry-focused landing pages from scratch.

Our Strategies

Phase 1: Brand Awareness

  • Launch brand awareness campaigns across Google Ads, Meta, and LinkedIn.
  • Objective: Build recall, educate the audience about our offering, and warm up potential leads.

Phase 2: Lead Generation 

  • Transition into lead generation campaigns after initial awareness is established.
  • Use tailored messaging and CTAs to convert engaged audiences into leads.

Platform Evaluation

  • Continuously monitor performance metrics (CTR, CPL, conversion rate) across all platforms.
  • Identify the best-performing platform(s) based on lead quality and cost-efficiency.

Optimization & Scaling

  • Focus budget and creative efforts on the most effective channel(s).
  • Use real-time data to improve campaigns and get better ROI.

Our Execution:

  • We launched PPC campaigns across three platforms: Google, LinkedIn, and Meta.
  • On Google Ads, we ran a Website Conversion campaign to drive qualified traffic to our landing pages.
  • On LinkedIn and Meta, we executed Lead Form campaigns to capture high-intent leads directly within the platforms.
  • Our campaigns followed a targeted approach, focusing on specific audience segments relevant to our product/service.
  • Each platform was selected strategically to maximize reach and lead quality based on user behavior and intent.
  • We found out there is More Demand for AI agents, and the Campaign Focus Shifted Completely to AI agents.
  • The AI agent's Specific Landing Pages were created, and ad copies also mirrored them.

What worked?

  • Shifting Focus to AI Agent Centric Campaigns.
  • Google Ads Campaign Showed Some Great Results.
  • Google Ads has a 43.86% Conversion Rate.
  • Meta Ads also show strong Performance.
  • Over 700 High Quality Leads Received on Meta

What didn't work?

  • LinkedIn Campaign Did not Bring the Expected Results.
  • As CPL was high on LinkedIn

End Result

  • Identified strong market potential and rising demand for AI agents tailored to Indian businesses.
  • Strategically doubled down on AI agent-focused marketing campaigns across platforms.
  • Google Ads: High engagement and lead quality with very Low CPL
  • Meta AI agent-specific campaigns: Generated over 700 high-quality leads.
  • Built a robust sales pipeline covering the next 6 months, driven by this campaign's success.

Google Ads Metrics

  • Total Cost - ₹29300.
  • Free Trial Signups - 1430
  • CPL - ₹20.4.
  • Reduced the CPL from ₹30.59 to ₹20.4.

Meta Ads Metrics

  • Total Cost - ₹62000
  • Form Signups - 700
  • Overall CPL - ₹89
  • Reduced the CPL from ₹357 to ₹56.37

Dashboard Screenshots

Google Ads

Initial Month

result

Overall

result

Meta Ads

Initial Month

result

Overall

result

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Case Studies

Key Services : Branding, Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing.

Key Services : Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing

Key Services : Branding,Website UI, Content Marketing, Messaging, Positioning, Wordpress Development.