Case Study: GoodTime achieves 50% more pipeline with Metadata

How GoodTime Grew Pipeline 50% While Spending 13% Less With Metadata

GoodTime, an HR tech SaaS company, faced a challenge in managing its Google Search campaigns. With over 50 active keywords exceeding cost-per-lead targets, the team relied on gut instinct instead of data to make decisions. They needed a way to identify which keywords were truly driving qualified pipeline and needed a structured framework from Metadata to optimize their spend, bids, and budgets.

Metadata implemented its Experiment Engine to provide a scientific testing framework. The solution included categorizing keywords by purchase intent, using single keyword ad groups for accurate testing, and employing auto-pause rules to stop spend on low performers. As a result, GoodTime increased its pipeline by 50% while spending 13.4% less, lowered its cost per opportunity by 42%, and generated 320% more dollars in pipeline from the same search programs.

GoodTime