Flux CRM cut cost per SQL by 58% across Google and LinkedIn
A full-funnel paid rebuild that turned a generic lead-gen spend into a predictable pipeline engine.
Client
Flux CRM
Industry
B2B SaaS
Services
Google Ads, LinkedIn Ads, Landing Pages, Analytics
Duration
6 months
A leaky funnel hiding behind a big ad spend
- Google Ads account restructure by buying intent
- LinkedIn account-based retargeting programme
- 7 persona-specific landing pages with demos embedded
- Server-side conversion tracking via GTM
- Weekly CAC and SQL velocity reporting
The Challenge
A leaky funnel hiding behind a big ad spend
Flux was spending INR 18 lakh a month on paid, with MQLs rising but SQL conversion collapsing. Attribution was broken across platforms, campaigns were structured by channel instead of intent, and their 4 landing pages served every persona from startup to enterprise.
Our Solution
Intent-mapped campaigns and a persona-led landing stack
We rebuilt campaign structure around buying intent, not keyword themes, and shipped 7 persona-specific landing pages with live product demos. Server-side conversion tracking via GTM gave attribution a single source of truth. LinkedIn retargeting filled the mid-funnel gap.
How We Approached It
Attribution and baseline audit
We rebuilt GA4 events, deployed server-side GTM, and reconciled LinkedIn and Google Ads spend against a single SQL truth-source. Campaign cost accuracy moved from 76% to 99%.
Campaign restructure
Google Ads was reorganised into 12 intent-based ad groups (research, comparison, ready-to-buy). LinkedIn shifted from job-title targeting to matched-account retargeting.
Landing page stack
7 persona pages shipped on Webflow with live embedded product demos. Average time-on-page tripled. A/B framework ran 4 concurrent tests per week.
Weekly optimisation loop
A Friday performance review drove the next Monday bidding, creative, and audience changes. CAC trended down for 22 of 26 weeks.
Results Delivered
"We were optimising against the wrong north-star metric for a year. The Charya team found that in week two and had a fix live by week six."
Rohan Iyer
Head of Growth, Flux CRM