IRONSCALES
Cybersecurity
2.3× pipeline in 90 days
IRONSCALES grew pipeline 227% in 90 days
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ATS / HR Tech
Inbound Pipeline Growth
Pipeline Intelligence
4× opportunities at 50% budget.
A first-party data infrastructure connecting Marketo and Salesforce to Google Ads — and bid algorithms that learned what real opportunities look like.
4×
opportunity volume
88%
lower cost per MQL
386%
MQL volume growth
The company
About SmartRecruiters.
SmartRecruiters is an enterprise talent acquisition suite that helps large organizations attract, select, and hire talent at scale. The product sits inside the applicant tracking and talent acquisition category — alongside Workday Recruiting, Greenhouse, and iCIMS — and competes on its candidate experience, marketplace ecosystem, and AI-driven hiring workflows.
The buyer is the talent acquisition and HR leadership: chief HR officer, head of talent acquisition, head of TA operations. The sales motion targets enterprise organizations with high-volume, high-complexity hiring needs, with named-account engagement driving the early stages of pipeline.
The problem
The problem.
SmartRecruiters faced critical performance issues with their Google Ads campaigns. Their fragmented campaign structure resulted in incorrect bid strategies that prevented budget from spending efficiently. Lead quality was questionable, campaigns couldn't scale effectively, and without proper conversion tracking, they had no visibility into which efforts actually drove pipeline. Despite significant investment, the returns didn't justify the spend.
The work
What we built.
We conducted a two-week comprehensive account audit. Fragmented regional and solution-specific campaigns were united into brand and non-brand campaigns. We built an automated data pipeline integrating Marketo and Salesforce with Google Ads, implementing Offline Conversion Tracking for Leads, MQLs, and Opportunities. The bid strategy shifted to Maximize Conversions, enabling machine learning to optimize for deep-funnel conversions. A key challenge was mapping offline conversions to lead funnel stages in Google Ads, requiring careful alignment across all three platforms.
The outcomes
What changed.
4×
opportunity volume.
Opportunity creation quadrupled vs the pre-restructure period as the bid algorithm started optimizing for deal-stage signal.
88%
lower cost per MQL.
Cost-per-MQL dropped 88% as fragmented campaigns consolidated into brand vs non-brand structure.
386%
MQL volume growth.
MQL volume rose 386% — while overall budget was reduced by 50%.
100% budget utilization, 50% budget reduction, 4× opportunity creation — a more predictable pipeline contribution engine.
The customer voice
In their words.
“Partnering with VertoDigital transformed our Paid Media performance in 90 days. We 4× our opportunity creation, with a 50% reduction in budget, improved management of our investment and created a more predictable pipeline contribution engine.”
Steve Hardy
CMO, SmartRecruiters
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Account restructure: fragmented regional and solution campaigns united into brand vs non-brand.
Service 02
Paid Search
Maximize Conversions bidding tuned to deep-funnel signal across the unified account.
Service 03
Pipeline Intelligence
Marketo + Salesforce + Google Ads pipeline with OCT for Leads, MQLs, and Opportunities.
Free · 5 business days · No commitment
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