Case Study: Buildkite achieves 6X growth in MQLs with Black Propeller's PPC strategy

Buildkite cuts cost per MQL by 59% with Black Propeller

Buildkite, a SaaS company providing CI/CD solutions, was struggling with an extremely high cost per marketing qualified lead (MQL) and low lead generation from their Google Ads campaigns. They partnered with the vendor Black Propeller to overhaul their paid search strategy with the goals of decreasing cost per MQL, driving more qualified leads, and developing a scalable strategy.

Black Propeller implemented a new PPC strategy by restructuring Buildkite's Google Ads account. They replaced broad match keywords on automated bids with segmented campaigns using exact and phrase match keywords on manual bid strategies. This solution led to unprecedented results, including a 59% decrease in cost per MQL and a 20% increase in MQLs within one month. In the following quarter, Black Propeller helped Buildkite achieve a 696% quarter-over-quarter increase in MQLs at a cost that was 85% lower than when they started.

Buildkite