SaaS case study, 2023 to 2024

Drove 70% more qualified leads at Camu Digital Campus while cutting CPA 28%.

A SaaS firm for schools and colleges swapped broad ads for Google and LinkedIn ads built around buyer types. Qualified leads from decision-makers rose 70%, CPA fell 28% and LinkedIn engagement grew 6×.

Google Ads LinkedIn Ads Audience Targeting Conversion Optimization

Homepage of Camu Digital Campus, a EdTech SaaS · LMS · K-12 + Higher Ed business, shown in a browser window

CAMUDIGITALCAMPUS.COM

+70%

QUALIFIED LEADS

Qualified leads rose 70% with better targeting.

-28%

CPA

CPA fell 28% with optimized ad structures and bidding.

1.2%

LINKEDIN ENGAGEMENT

LinkedIn engagement rose from 0.2% to 1.2%, driving better B2B conversations.

Headline result · +70% qualified leads at -28% CPA Reporting cadence · weekly · tied to CRM

CLIENT SNAPSHOT

Profile EdTech SaaS

Sector EdTech · K-12 and higher ed

HQ India

Recognition Multi-region EdTech leader

Engagement Google Ads + LinkedIn Ads partner

Timeline 2023 / 2024

Platform Cloud SaaS

The brief

A leading SaaS EdTech platform, with a cloud LMS and SIS for K-12 schools and higher education.

Camu Digital Campus is a leading SaaS EdTech platform. It runs in the cloud and serves both K-12 schools and colleges. Its all-in-one LMS and SIS helps schools lead their own move to digital.

Camu had a strong product-market fit. But EdTech is crowded, and key rivals held the top of search. Camu got some traffic from search, but its paid ads did not reach the people who make the call.

The problem

Costly broad targeting, weak LinkedIn engagement and a brand that no longer stood apart.

Camu's conversions were costly and uneven.

Broad targeting wasted spend. The ads missed the key people who decide at schools and colleges. That blurred what made Camu different and cut ROI.

LINKEDIN ENGAGEMENT 0.2% LinkedIn ads earned impressions but little engagement from senior people like deans or IT heads.

With no creative made for each buyer type, the ads felt less credible and had less impact.

What we did

Persona segments, a branded, competitor and intent ad structure, and fresh creative.

We rebuilt Camu's advertising into a system driven by performance.

We split Google Ads into brand, rival and high-intent keyword campaigns. We added Performance Max for reach, AI bid changes and targeting by place. On LinkedIn, we built a group for each buyer type, aimed at school and college leaders.

Fresh ad creative, including success stories, product demos and video, lifted engagement.

RESULTS, CHARTED BEFORE AND AFTER

QUALIFIED LEADS +70%

Before

After

CPA -28%

Before

After

LINKEDIN ENGAGEMENT 1.2%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Audience segmentation

Reach to high-value decision-makers on both platforms.

Google branded, competitor and intent

Three campaign groups in place of broad campaigns.

LinkedIn job title targeting

Filters by industry and role to reach decision-makers.

Performance Max

Reach that scales, with AI bid changes.

Creative built for each persona

Success stories, demos and video.

Smart bidding and retargeting

Less wasted spend and B2B prospects kept warm.

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