SnapLogic
iPaaS
68% MQL, 47% SQL increase
SnapLogic: one year of value-based bidding
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Client logo
iPaaS
Inbound Pipeline Growth
Pipeline Intelligence
11× ROAS on opportunities.
Maximize Conversion Value with tROAS — a precision tuning that doubled ROAS in six months.
11×
ROAS on opportunities
113%
opportunity volume
102%
MQL volume
The company
About SnapLogic.
SnapLogic is an integration platform-as-a-service (iPaaS) company that helps enterprises connect data, applications, and APIs across hybrid environments. The product sits inside the integration and automation category — alongside MuleSoft, Workato, and Boomi — and competes on its AI-powered approach to building integrations and its support for both data integration and application integration in one platform.
The buyer is the data and integration leadership: chief data officer, integration architect, head of IT. The sales motion is enterprise-driven with strong inbound demand from large organizations evaluating modernization of their integration stack.
The problem
The problem.
While SnapLogic's Google Ads account generated healthy ICP and MQL volume, it fell short converting these into business opportunities. The task: demonstrate real bottom-line impact by boosting both quantity and quality of opportunities from Google Ads. The bid algorithm needed to be tuned not just on conversion value, but on a precise return target tied to the most valuable conversion — opportunity creation.
The work
What we built.
As part of our value-based bidding strategy, we identified a high-performing bottom-funnel campaign in Google Search for optimization. After five months of strong performance using maximize conversion value bidding, we leveraged accumulated data to calculate an optimal target ROAS of 6×. We then transitioned the campaign to tROAS bidding to refine bidding precision and drive higher-value conversions. The campaign adjusted bids to maximize conversion value while reaching the set target ROAS — successfully surpassing it in the first 6 months of 2024.
The outcomes
What changed.
11×
ROAS on opportunities.
Return on opportunity-stage conversions reached 11× — nearly double the 6× target.
113%
opportunity volume.
Opportunity volume more than doubled as tROAS concentrated spend on the highest-converting auctions.
102%
MQL volume.
MQLs also doubled, with a 19% drop in cost per MQL alongside.
The customer voice
In their words.
“Our collaboration with VertoDigital took our digital advertising efforts to the next level. By focusing on high-value opportunities and aligning our bottom-funnel strategy with business goals, we saw a dramatic performance improvement. The introduction of Value-Based Bidding and targeted regional strategies delivered a remarkable 11× ROAS on opportunities. This approach helped us increase the volume of MQLs and prove our campaigns' value in driving high-quality marketing-sourced opportunities. The results went beyond what we anticipated and significantly impacted our business growth!”
Davi Chittams
Director of Demand Generation, SnapLogic
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Bottom-funnel campaign tuning with target ROAS bidding.
Service 02
Paid Search
Google Ads tROAS rollout on the highest-performing bottom-funnel campaign.
Service 03
Pipeline Intelligence
Conversion-value modeling and 6× target derivation from accumulated CRM signal.
Free · 5 business days · No commitment
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