How Calero Increased Lead Volume by 600% With an Integrated Paid & Organic Strategy

Challenge

Calero, a SaaS company specializing in telecom and expense management, needed to improve lead volume and paid media efficiency while navigating a full website migration and new product positioning. Inconsistent conversion tracking and limited funnel alignment across platforms made it difficult to measure and scale performance effectively.

Objectives

• Launch a fully optimized website to support performance marketing and SEO
• Improve conversion tracking for paid media and demo requests
• Scale demand generation efforts across Google, Bing, and LinkedIn
• Strengthen Calero’s organic footprint through SEO recovery post-site migration

Business Impact

829 implemented a full-funnel strategy across paid and organic channels while supporting the successful launch of Calero’s new website.

SEO performance rebounded strongly after resolving technical issues introduced during the migration. Organic sessions increased by 142%, users by 178%, and completions by 106% QoQ. Top keyword positions improved for high-volume telecom and SaaS-related queries, and structured data enhancements further improved visibility.

Paid search campaigns on Google and Bing saw a 353% increase in spend, fueling a 1,015% boost in impressions and a 220% increase in clicks QoQ. Despite tracking issues early in the quarter, backend optimizations and new campaigns contributed to a 1,300% rise in reported conversions.

On LinkedIn, a refreshed content strategy including Gartner-led assets and static/video creative yielded a 600% increase in leads QoQ. The most successful campaigns focused on short-form video and industry-trusted reports, leading to more efficient CPLs and stronger audience engagement.

Together, these efforts built a scalable, high-performance funnel that Calero can continue to optimize in 2025.