Fintech SaaS

How PayFlow Platform 4.5x'd their ROAS in 4 months

A B2B payment platform needed to break into the enterprise market. Their Google Ads were profitable for SMBs but completely missed the enterprise buyers who drove 80% of their revenue.

4.5x

ROAS

+280%

Demo Requests

$1.8M

Pipeline Generated

The Challenge

PayFlow had built a solid SMB customer base through Google Ads, but their cost to acquire an enterprise customer was spiraling. They were spending $4,200 to acquire a single enterprise demo — and only 15% of those demos closed. The problem wasn't the product; it was that their ads were reaching the wrong people.

Their keyword strategy was built around payment processing terms like "online payments" and "payment gateway" — which attracted small e-commerce shops and solopreneurs, not CFOs at mid-market companies looking for AP automation. Their LinkedIn presence was nonexistent, and they had no retargeting strategy for website visitors who didn't convert immediately.

Our Approach

1. Dual-Platform Strategy (Google + LinkedIn)

We designed a full-funnel approach that used each platform for its strength:

Google Ads (Bottom Funnel): Targeted high-intent keywords like "enterprise payment automation", "AP software for mid-market", "invoice processing platform"
LinkedIn (Top & Mid Funnel): Sponsored content and InMail campaigns targeting Finance Directors, CFOs, and VP of Operations at 200-2,000 employee companies
Cross-Platform Retargeting: LinkedIn website visitors retargeted on Google Display, and vice versa

2. Account-Based Marketing Integration

PayFlow had a target account list of 400 companies. We built custom campaigns around this list:

Company name + "payment solution" keyword combinations in Google Ads
Matched audiences on LinkedIn using the exact company list
Custom landing pages with industry-specific social proof ("Used by 3 of the top 10 healthcare systems")

3. Conversion Rate Optimization

The demo request form had 12 fields and a 3.2% conversion rate. We rebuilt it into a two-step flow:

Step 1: "See your payment savings" calculator — just company size and monthly transaction volume
Step 2: After seeing estimated savings, users naturally wanted a demo — conversion rate jumped to 11.4%
Added live chat for enterprise-tier visitors identified by Clearbit Reveal

The Results

Month by month, the numbers told a clear story:

$1,140

New Cost Per Demo
(down from $4,200)

34%

Demo Close Rate
(up from 15%)

$47K

Avg. Contract Value
(up from $28K)

The LinkedIn component was particularly impactful. While Google Ads drove the bottom-funnel conversions, LinkedIn campaigns generated 43% of all demo requests — many from prospects who had never heard of PayFlow before. The cross-platform retargeting meant that a CFO who saw a LinkedIn post on Monday could see a Google Search ad on Wednesday and a Display reminder on Friday.

"Viridian didn't just optimize our ads — they rebuilt our entire acquisition strategy. The combination of Google and LinkedIn was something we had never considered, and it completely changed our pipeline. We're now the fastest-growing division in the company."

👤

Marcus Chen

VP of Growth, PayFlow Platform

What Made the Difference

This case study highlights why B2B SaaS companies need more than just Google Ads:

Platform synergy: LinkedIn built awareness among decision-makers who weren't actively searching; Google captured them when they were ready to evaluate
Intent-based landing pages: The savings calculator turned a cold visit into a warm lead by providing immediate value before asking for contact details
Data-driven account targeting: Using PayFlow's ICP data to build custom audiences eliminated guesswork and focused budget on companies that actually fit their product