Speakap: Boosting lead generation through targeted PPC for an employee-experience platform
A mobile-first employee-experience platform was paying too much for leads that rarely converted. By rebuilding its paid-search program from campaign structure to ad copy, Effiqs cut cost per lead by 35% while more than doubling conversions and nearly tripling sales-accepted leads.
The industry: employee-experience & workplace-comms SaaS
Employee-experience and internal-communications platforms sell into HR, comms, and operations leaders at organizations with large frontline and deskless workforces. The category is crowded and the buying committee is broad, so paid search has to work hard: bids on high-intent terms are competitive, and a generic campaign burns budget on clicks that never become pipeline.
In this sector, the difference between an expensive lead source and an efficient one is rarely more spend. It's the discipline underneath the account: tight campaign structure, high-intent keyword targeting, landing pages that convert, and measurement that separates a raw lead from one sales will actually accept.
High cost per lead eroding paid efficiency
Restructured Google Ads into tightly themed campaigns and ad groups so budget follows intent instead of leaking across mismatched queries.
“A 35% lower cost per lead and 164% more sales-accepted leads — paid search rebuilt into an efficient, accountable pipeline engine.”
Speakap is a mobile-first employee-experience platform that connects frontline and office employees through one central hub. It brings communication, onboarding workflows, training resources, and recognition together so organizations can reach and engage their entire workforce, including the deskless majority.
To grow, Speakap relied on paid search to bring in demand, but the program was underperforming on the two metrics that matter most: cost and quality.
Speakap's PPC campaigns were expensive and inefficient. Cost per lead was high, conversion rates from existing campaigns were low, and too much of the budget was going to clicks that never turned into qualified pipeline.
Underneath the numbers were structural issues: it was hard to target high-intent keywords with effective ad copy, the campaign structure led to poor budget allocation, and there was no continuous monitoring to catch and correct waste.
Effiqs rebuilt the paid-search program from the ground up, treating structure, targeting, creative, and measurement as one system rather than isolated tweaks:
Reorganized the Google Ads account into specific ad groups per service so spend follows intent and budget is allocated deliberately.
Identified high-performing, cost-effective keywords and pruned the terms that drained budget without converting.
Tested multiple landing-page variants to improve engagement and lift the click-to-lead conversion rate.
Combined manual and automated bidding to push spend toward the leads most likely to be accepted by sales.
Rewrote ad copy to highlight Speakap's unique value propositions and attract higher-intent clicks.
Built Looker Studio dashboards so performance, lead quality, and pipeline stayed visible and the account could be optimized on an ongoing basis.
The rebuilt program moved every metric that mattered. Cost per lead fell 35% while conversions rose 244%, and website users from PPC grew 135% — more efficient spend and more of it reaching the funnel.
Crucially, the gains were in quality, not just quantity: sales-accepted leads increased 164% and opportunities rose 60%, with a visible reduction in spam leads reaching the sales team.
Beyond the campaign metrics, the work reset the economics and credibility of Speakap's largest paid channel, turning spend into pipeline sales would actually accept.
A 35% lower cost per lead alongside a 164% rise in sales-accepted leads means the same budget now buys demand that sales trusts.
A 60% increase in opportunities shows the program moved beyond raw lead volume to real, qualified deals.
Reduced spam leads and a restructured account mean fewer dollars lost to mismatched clicks and clearer signal on what converts.
Looker Studio dashboards gave the team continuous visibility into spend, quality, and pipeline — so optimization never stalls.
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