.webp)
The Challenge
When GrowthSpree took over, Hatica’s paid campaigns were limited in scale and lacked optimization.
Key issues: - Fragmented targeting and limited differentiation between TOFU/BOFU campaigns. - High CPL on LinkedIn (> $280) with minimal qualified conversions.
- Poor mobile engagement — < 20s active time on LPs.
- Limited creative refresh cycles (stale ads ran 4–6 weeks).
The GrowthSpree Framework
Audience Calibration
Segregated LinkedIn personas into Engineering Managers, Directors of Engineering, CTOs & VPs to refine targeting.
Creative Experimentation
Tested thematic visuals — “Data-driven Engineering,” “Velocity vs Burnout,” “Metrics that Matter.” Rotated ad sets every 2 weeks to combat frequency fatigue.
Full-Funnel Measurement
Introduced granular UTMs + GA4 integrations for visibility across CTR → Demo → SQL stages. 1
Monthly Performance Snapshot
Total Spend: ~$15.7K
Total Leads: 127
Average CPL: $123 (↓47% YoY)
Performance Graph (Leads Over Time)
Jan | ██▌ (6)
Feb | ███ (8)
Mar | ████ (10)
Apr | █████▌ (13)
May | ███████ (17)
Jun | ██████▌ (14)
Jul | ████████ (16)
Aug | █████████▊ (19)
Sep | ███████ (15)
Oct | ████ (9)
Lead volume steadily increased from March to August, plateauing post-ABM test.
Winning Creatives
Frequent creative refresh (every 14–18 days) correlated with 22% higher CTR and 19% lower CPL.
Audience & Persona Insights
Top job titles: Director of Engineering, CTO, VP Engineering, DevOps Manager.
Best performing regions: US East, UK, Germany, India (Tier 1 cities).
Average frequency threshold: 2.1 → above that, CTR dropped by 30%.
Strongest persona-fit keywords: “Engineering analytics tools,” “developer productivity metrics,” “software engineering KPIs.”
Key Outcomes
By mid-year, Hatica’s campaigns transitioned from awareness-heavy to conversion-optimized — achieving predictable lead flow across LinkedIn & Google.
Learnings & Recommendations
• Short creative shelf-life (max 2.5 weeks) — rotate ad sets proactively.
• Expand winning formats: GIFs & short videos outperform static creatives.
• Sustain CPL under $120 with broader geographies and mid-funnel retargeting.
• Optimize LPs for mobile → 60%+ traffic but lowest conversion zones.
• Scale Google Ads for intent-driven personas (e.g., “engineering metrics tools”).
The Impact
GrowthSpree helped Hatica evolve from experimental paid efforts to a full-funnel, insight-backed performance system.
Within 10 months:
- Lead volume grew 8.5×,
- CPL dropped below $125,
- 60%+ of leads came from Director+ personas,
- And the campaigns achieved consistent ROI alignment with SQL pipeline.
Result: Hatica’s marketing engine is now predictable, scalable, and primed for global expansion.
Closing
GrowthSpree x Hatica
Scaling B2B SaaS with precision, performance, and predictability.
“From experiments to predictable growth — that’s the GrowthSpree way.”
