B2B SaaSAustin, TXCustom Plan90 days
HR-Tech SaaS Cuts Cost per SQL 37% with Prompt-Intent Targeting
Challenge
Google Search CPCs for “HR software” had climbed past $28 and demo quality was falling. Leadership wanted a new, high-intent channel before competitors moved in.
Strategy
- Mapped 380 buyer prompts into 6 intent clusters (comparison, pricing, compliance, migration…)
- Wrote “answer-style” headlines matched to each cluster
- Implemented Conversions API + HubSpot offline conversion sync
- Shifted from CPM to CPC once data volume stabilized in week 4
Result
ChatGPT Ads became the #2 pipeline source within one quarter, at a lower cost per SQL than paid search.