B2B SaaS Performance Marketing Case Study | Roots Software

Performance Marketing Case Study

How did we help build a predictable sales pipeline and achieve 9 SQLs from 0 in just 3 months?


MQLs Generated

$130 to $72

Reduced CPC

1.5% to 4.12%

Improved CTR

About Roots

rootsHCM provides an integrated cloud suite tailored for modern HR, operations, and executives, maximizing human capital capabilities. With a no-code setup, customers can easily customize locations, payrolls, employee types, grades, jobs, positions, and more to support their business growth.

Pain Points Addressed by Roots

  • Eliminate the hassle of multiple vendor management
  • Manage time effectively
  • Remove it complications
  • Seamless financial data validation
  • Adherence to regulatory compliance

Website :


Offices :

Toronto, Canada

Business Type :

B2B SaaS


  • They were doing inhouse campaigns as part of expansion to North America. They started with the Canada region with a very basic Facebook campaign.
  • Their campaign had an optimization score below 50%, a very slow response time and ended up with junk leads.
  • The cost per lead was very high.
  • The CTR (Click Through Rate) was low.

So they were looking for an agency who could do this and we entered the picture.

Our Observations & Analysis

  • There was a requirement for a properly optimized landing page to run campaigns.
  • They hadn't built a marketing funnel. They simply jumped into lead generation without building website traffic and visibility, which affected lead quality and CTR.
  • Social media pages' optimization score was very low.
  • Their communication strategy targeting SMEs was also poor which resulted in high CTR.

Challenges we faced

  • Super competitive market: Distinguishing Roots from other HCM software presented a significant challenge. Because there are already hundreds of players in the same market.
  • Our initial Customer Acquisition Cost (CAC) was alarmingly high.
  • We encountered a challenge with the low search volume for our related keywords on Google search ads.
  • The limited target location area constrained our market reach.
  • Our low social media audit score highlighted a pressing need for better online engagement.
  • The website's home page, feature page weren’t optimized, and its slow responsive speed hindered user experience.
  • Starting out, our brand awareness was notably low, necessitating a focus on building from the top-of-the-funnel (TOFU) stage.

Our strategy & execution

  • We began with comprehensive competitor research.
  • Based on the research, we developed a marketing mix strategy encompassing multiple channels.
  • We initiated our efforts with A/B testing campaigns, exploring different ad groups such as posters, videos, and targeting various customer segments.
  • Recognizing that our landing page optimization was suboptimal, we designed a new landing page and leveraged it for our Google campaigns.
  • By the second week, we identified high-performing ads and creatives.
  • Using this data, we constructed a sales funnel.
  • We improved the ROI through meticulous optimization.
  • Our campaign was divided into two phases: Phase 1, spanning 25-30 days, and Phase 2, lasting up to the third month.
  • Our primary objectives were to extend brand reach and penetrate the market.
  • Given the market demographics, we rolled out videos designed to foster trust.
  • We analyzed location-based search volumes and initiated campaigns with ad groups tailored to specific regions.
  • Employing the AIDA model, we structured both the MQL and SQL funnels.
  • We targeted audiences similar to those who had visited our competitor's website, making use of audience signals.

Note: Remember to consistently use punctuation and maintain a structured approach to improve readability.

What worked?

  • A/B testing was meticulously executed across various ad groups, including both poster and video creatives.
  • Comprehensive retargeting campaigns were deployed on Facebook, Instagram, and Google.
  • We initiated website redirection campaigns, ensuring seamless pixel integration.
  • Concise video content, under 30 seconds in duration, was crafted to ensure clear communication.
  • Precision targeting was achieved by leveraging lookalike audiences.
  • Our foundational database was employed to pinpoint and engage the desired audience.
  • We capitalized on YouTube's non-skippable ad format, ensuring direct redirection of viewers to our official website.

What didn't work?

  • In the initial phase, we ran lead ads directly without a proper top-of-funnel strategy.
  • The use of carousel posters significantly increased our cost per lead (CPL).
  • Using display ads targeted at a basic audience segment resulted in many bot clicks

End Result

  • Started getting SQLs from month II
  • Received 58 leads in 3 months
  • 46 MQLs (80%)
  • 9 SQLs (15%)
  • Reduced the CPC from $130 to $72 over a 3-month funnel.
  • Improved the CTR from 1.5% to 4.12%.
  • Reduced the CPC from $3.8 to $1.5.

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