Tug & Lever: Engineering a Full-Funnel B2B SaaS Overhaul for Lever by Employ

When Lever by Employ set out to scale its B2B SaaS recruitment platform, we stepped in to transform a traditional lead-generation model into a high-velocity down-funnel growth engine. Shifted from broad traffic acquisition, we pioneered a data-precise Account-Based Marketing framework designed to capture high-intent buyers. Across Google and Microsoft Ads, we redirected media spend toward generic search and competitor conquesting, while deploying structured LinkedIn campaigns, featuring native Document Ads and instant meeting schedulers, tailored to specific buyer pain points. Crucially, we hardwired our ad platform bidding engines directly into real-time Salesforce CRM backend data, optimising media spend against verified sales milestones rather than simple form fills. This full-funnel realignment accelerated pipeline velocity and generated immediate commercial impact. Account-wide Sales Qualified Leads surged 125% period-over-period, while Google-attributed SQLs jumped 200%. Simultaneously, our competitor conquesting strategy delivered a 475% surge in MQLs while slashing acquisition costs by 69%. Most impressively, our LinkedIn initiative slashed CPL from a $1,500 baseline down to $491 - with native Document Ads driving high-converting leads at an ultra-efficient $227 CPL.