42-Day Campaign Producing Qualified Pipeline from a Channel Competitors Couldn't Access
A mid-market SaaS company in the workflow automation category came to us after running paid search on Google and Meta advertising infrastructure for 18 months. Their Google campaigns were profitable but saturated — marginal cost-per-acquisition had plateaued for three consecutive quarters. They needed a channel that their direct competitors weren't already operating inside. We mapped 23 distinct prompt-intent clusters their buyers submitted to ChatGPT — queries around workflow bottlenecks, team handoff problems, and process audit requests. We built three creative variants per cluster, each written to continue the user's problem-solving thread rather than interrupt it. We set conversion tracking to capture form submissions and demo bookings, then overlaid a 28-day assisted-conversion window from day one, specifically because we knew last-click attribution would suppress the real revenue signal on this channel.
Within 42 days, the campaign produced 64 qualified demo requests at a cost-per-acquisition 31% below their Google Ads benchmark. Twelve of those demos converted to closed revenue inside the same quarter. The client's last-click ROAS would have shown a 40% underperformance — the multi-touch model we built showed the opposite. We rebuilt their entire attribution framework across Google and their paid search campaigns on Google to reflect the same logic going forward.
