Restructuring a global B2B SaaS paid media engine mid-flight and cutting cost per SQL by 52%
When performance breaks, you rebuild the system
Gurtam's Wialon is a complex B2B SaaS platform operating across dozens of countries and five languages. After a year of steady performance, Q4 2025 hit a wall: SQLs dropped 46% in November, cost per lead spiked, and campaigns were burning budget in low-intent geographies. Structural issues in the account were exposed. Instead of optimizing around the edges, we made the harder call: rebuild the entire account architecture, cut underperforming countries, shift budget from Performance Max to Search, and accept short-term volume loss to fix the system. December proved it worked.
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Half the budget. Better leads. 52% lower cost per SQL.
We completely restructured Gurtam's paid media architecture mid-flight: rebuilt geographic targeting into 3 priority country tiers, cutting low-intent markets that were inflating volume but producing weak SQLs; paused underperforming Performance Max campaigns and reallocated budget to high-intent Search campaigns across Google, Bing, and YouTube; tightened negative keyword management and excluded low-quality placements across all five language groups (English, Spanish, French, Portuguese, Russian); recalibrated Target CPA goals based on actual SQL economics, not legacy benchmarks; maintained live reporting dashboards with full attribution clarity across HubSpot and ad platforms. The results: Cost per SQL decreased 52% year-over-year while total spend dropped 53%, and lead-to-SQL conversion rate hit a record 72%. Portuguese campaigns grew 1,657%. Overall, CPA improved 19% while conversion volume increased 10%. The system stabilized, costs dropped, and lead quality improved—all while the account was in learning mode.
