Case study: adding one company-size filter saved a quarter of the budget

Case study: adding one company-size filter saved a quarter of the budget

New to targeting? One filter can stop a lot of waste. Here's a quick one.

A company sold software priced for large firms but targeted everyone by job function. Plenty of leads came from tiny 1-to-10-person companies that could never afford it.

The single change:
— Added Company Size filter "501+ employees"

Result: 25 percent of their old leads had been from companies too small to buy. Cutting them raised CPL slightly from $58 to $69, but sales-qualified leads rose 35 percent, and the wasted quarter of the budget went to real buyers.

Why it matters: a lead who can't pay isn't really a lead.

Next step: add a Company Size filter that matches who can actually afford your product.