Client logo
iPaaS Inbound Pipeline Growth Pipeline Intelligence

68% MQLs from one year of VBB.

Value-Based Bidding aligned advertising outcomes with business goals — and proved its impact over a full year.

68%

MQL volume

47%

SQL volume

62%

lower cost per MQL YoY

Book your free Pipeline Assessment See all case studies

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.

Despite high conversion volume, SnapLogic's digital advertising strategy wasn't impacting the bottom line. The challenge was to align advertising outcomes with business goals by improving lead quality and conversion rates between funnel stages. The bid algorithm needed to learn what high-value pipeline looked like — not what high-volume form-fills looked like.

The work

What we built.

We introduced funnel stages as conversions in Google Ads, including a custom ICP conversion between Lead and MQL stages to balance volume and quality. We assigned values to ICP leads, MQLs, and SQLs based on historical ROI and conversion rates, prioritizing high-value MQLs. We then activated Value-Based Bidding to optimize for conversion value rather than volume. This strategy improved campaign performance, increased MQL volume, decreased cost per MQL, and enhanced SQL volumes — with results amplifying over one year.

The outcomes

What changed.

68%

MQL volume increase.

MQL volume rose 68% as the bid algorithm learned to value ICP-aligned conversions over raw form-fills.

47%

SQL volume increase.

Sales-Qualified Leads grew 47% as deeper-funnel signal fed back into bidding.

62%

lower cost per MQL YoY.

Cost-per-MQL dropped 62% year-over-year while volume rose — the compounding effect of VBB at scale.

VBB now powers 40% of SnapLogic's campaigns, using 60% of total budget.

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 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

Funnel-stage conversion architecture and value-based bidding rollout.

Service 02

Paid Search

Google Ads campaigns optimized for conversion value, not volume.

Service 03

Pipeline Intelligence

Custom ICP conversion between Lead and MQL stages to balance volume and quality.

Free · 5 business days · No commitment

See whether your pipeline could move like this.

The Pipeline Assessment is the same diagnostic we ran with SnapLogic before the engagement. Five days. Senior specialist. Senior debrief.

Book your free Pipeline Assessment