Case Study · Confidential. B2B Trading Software
Scaled a B2B trading SaaS from $60K to $180K/month Meta spend
Custom trading software for Forex brokers. scaled from $60K to $180K/month Meta spend without breaking unit economics. CVR up, CPL down, meetings booked.
The Client
Who they are.
A B2B SaaS company building white-label trading software for Forex and CFD brokers. Target buyer: COO, CTO, or Head of Trading at a regulated brokerage looking to switch infrastructure providers. Sales cycle: 60–120 days. Average deal size: mid-five-figure annual contract. Target markets: UK, UAE, Canada, Australia, Cyprus. all jurisdictions with mature regulated brokerage ecosystems.
The Challenge
The starting point.
Scale Meta Ads spend from $60K/month to $180K/month over four months. without breaking the unit economics that made the prior $60K profitable. The CMO had been burned twice by "growth" agencies who 3×'d spend, watched CPL triple, then left them with a cratered pipeline. We needed to scale and improve efficiency simultaneously, across 5 international markets with distinct regulatory language constraints.
Constraint 1: Hard ceiling on CAC payback period: 9 months
Constraint 2: Compliance language varies by market (UK/AU especially strict)
Constraint 3: Sales team capacity: 2 SDRs. couldn't flood them with low-quality meetings
The Strategy
What we actually did.
Counter-intuitive scaling: we shrank the audience pool while scaling the budget. The trick was making sure every dollar was hitting tighter and tighter targets.
Audience tightening, not broadening
Most agencies scale by going broader. We did the opposite: tightened from "Forex brokerage executives" to specific job titles ("Head of Trading", "Chief Risk Officer", "Head of Operations" at brokerages with 100+ employees only). Smaller pool, much higher intent, no waste.
Landing page CVR was the unlock
The original landing page converted at 18%. We rebuilt it around three things: a 60-second product demo video at the top (showing the actual UI), social proof from 3 named brokerage clients, and a pricing-anchor block that pre-qualified budget. CVR hit 31% within 4 weeks. That alone made scaling possible.
Per-market creative localization
Same product, 5 different creative concepts. UK: regulatory compliance angle ("FCA-ready out of the box"). UAE: speed-to-launch angle. Canada: cost-efficiency. Each market got its own ad set with its own creative. no translated copy-paste.
SDR feedback loop on lead quality
Weekly call with the 2 SDRs to score leads on a 1–5 quality scale. Leads scoring 1–2 got their source campaigns pulled or retargeted with different creative. Lead-to-meeting rate climbed from 22% to 38% over 12 weeks via this feedback loop.
Results
The transformation.
Spend tripled. CPL dropped. CVR climbed. Sales team capacity didn't break. The system was self-improving by month 3. every week of feedback made the next week's targeting sharper.
3× over 4 months. scaled in monthly increments, never a single big jump.
Driven by demo video, social proof, and pricing anchor.
SDR feedback loop killed bad-source campaigns within 7 days.
Inside the 9-month hard ceiling, even at 3× scale.
UK, UAE, Canada, Australia, Cyprus. each with localized creative.
What we'd do next
The next chapter.
Phase 2 would add a LinkedIn ABM layer targeting the named brokerages we wanted (Stripe-style account targeting), a quarterly industry-report content asset for SEO + sales enablement, and partnership-channel outreach to compliance consultancies that influence the buying decision.
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