Case Study: a Nigeria-based HR software company reduces Google Ads cost per lead with Toptal

Nigeria-based HR Software Company cuts Google Ads cost per lead by up to 60% with Toptal

A Nigeria-based HR software company was scaling its B2B demand generation but found its internal paid acquisition capabilities were insufficient. This led to inconsistent lead quality, inefficient ad spend, and poor visibility into which channels generated qualified demos. The company engaged Toptal for senior expertise in growth marketing and PPC services.

Toptal implemented a multichannel acquisition strategy and advanced attribution tracking using Google Tag Manager and Meta Conversion API. This solution reduced the Google Ads cost per lead by 40% to 60% and generated higher-quality leads. The new tracking infrastructure also achieved over 95% attribution accuracy, giving the company greater confidence to optimize campaigns and reduce wasted budget.