Case Study: Air cuts CPL by 50% and boosts MQLs by 34% with Primer

How Air Cut Its CPL in Half and Increased MQL Volumes by 34%

Air, a company targeting mid-market and enterprise creative operations teams, faced a challenge with its paid acquisition engine. Spending was increasing, but efficiency was dropping, leading to a higher cost per lead and inconsistent lead quality. They partnered with the vendor Primer to regain control over audience quality and prove that their campaigns were driving meaningful pipeline.

Primer helped Air implement a strategic solution focused on rebuilding audience quality, reinforcing demand with measurable lift, and sustaining performance through iteration. By using Primer's ICP audiences and measurement tools, Air reduced its cost per lead by 50% and increased its marketing qualified lead (MQL) volume by 34%, transforming paid acquisition into a predictable growth engine.

Air

Chris Nguyen

Head of Growth Marketing