Case Study: Driving High-Quality Pipeline and Reducing Ad Waste

Who Is Veremark?

Veremark is a global background-verification and compliance platform that helps companies hire faster, smarter, and with greater confidence. Operating across 180+ countries, their team relies heavily on digital performance marketing to reach HR and compliance leaders responsible for global hiring.

The challenge was clear. Despite strong ad volume and top-of-funnel activity, too much of their marketing budget was being wasted on low-value markets and irrelevant leads.

The project began as a performance marketing audit and quickly evolved into a HubSpot-centered transformation of how Veremark tracked, segmented, and scaled its paid acquisition system.

The Challenge: High Spend, Low Conversion

Veremark’s paid marketing engine was generating significant activity but minimal ROI.

Leads were coming in, but few were converting into meaningful pipeline, and even fewer from the company’s core target segments of Tier 1 and Tier 2 enterprise clients.

Key Issues Identified

Wasted Ad Spend

More than 60 percent of total ad budget was generating low-intent, low-tier traffic. Clicks were high, but conversion to qualified pipeline remained poor.

Broad and Unfocused Targeting

Campaigns were running with broad-match keywords that captured audiences outside Veremark’s ICP.

No Tier-Based Segmentation

Campaigns across Tier 1 to Tier 4 regions were lumped together, making optimization impossible.

Budget Dilution

Ad spend was spread thin across markets without correlation to conversion value or potential deal size.

Disconnected Reporting

Campaign data stopped at the ad platform. There was no unified view in HubSpot connecting clicks, form fills, and deals.

The result was a marketing engine that was active but inefficient. Budgets were being spent, leads were being generated, but sales outcomes were unclear and unpredictable.

The Solution: Turning Paid Marketing Into a Revenue Engine

The team’s goal was not to simply optimize ads, but to rebuild the entire performance marketing workflow inside HubSpot — creating a measurable connection between awareness and acquisition.

1. Campaign Audit and Structural Cleanup

The engagement began with a complete audit of Veremark’s active Google Ads account.

The team identified duplicated ad groups, irrelevant keywords, and unstructured campaign naming conventions that made reporting impossible.

Non-performing campaigns were paused, cost-per-click baselines were reset, and reporting frameworks were aligned with HubSpot’s campaign structure.

2. Keyword Refinement and Audience Focus

Broad-match targeting was replaced with phrase and exact-match filters designed to capture high-intent HR and compliance keywords only.

This reduced low-value impressions while improving click-to-lead conversion.

3. Tier-Based Segmentation

Separate campaigns were built for Tier 1 and Tier 2 regions, each with localized creative, budgets, and keyword sets.

This segmentation allowed Veremark to understand which regions were driving the highest ROI and redirect resources accordingly.

Campaigns in Tier 3 and Tier 4 markets were minimized, shifting focus to high-quality geographies.

4. Budget Redistribution Based on Performance

With early data confirming Tier 1 and Tier 2 dominance, budgets were restructured to prioritize these regions.

Each campaign now carried a proportional budget tied to deal conversion probability rather than click volume.

5. HubSpot Integration for End-to-End Tracking

All campaigns were connected directly to HubSpot using the native Ads tool. Every new lead was automatically tagged by source, keyword, and region.

Workflows were built to score and route contacts based on tier, sending qualified leads to the right SDR or regional manager.

HubSpot dashboards consolidated ad metrics, conversion rates, and pipeline impact in one view, providing leadership with real-time visibility into marketing ROI.

6. Continuous Optimization and Reporting

Performance reviews were scheduled every two weeks to monitor CPL, conversion rate, and revenue contribution.

This data-driven approach replaced guesswork with measurable, iterative improvements.

The Results

Highlights

• Ad spend efficiency improved by more than 40 percent while maintaining steady lead flow.
• Monthly pipeline value reached $108K, with a stronger bias toward enterprise-tier clients.
• One new deal worth $20K was closed within 48 hours of campaign optimization.
• HubSpot dashboards provided 100 percent transparency, linking marketing inputs to sales outcomes.
• Conversion data revealed that Tier 1 and Tier 2 campaigns produced almost all closed-won opportunities.
  
  

Outcome

Veremark’s marketing operation transitioned from fragmented to focused.

The company now runs a disciplined, data-backed acquisition engine where every dollar spent is tracked to a defined outcome.
Campaigns are structured by region, budgets are aligned to potential, and high-intent traffic flows directly into HubSpot workflows for SDR follow-up.

Sales teams no longer guess where leads come from or which campaigns perform best.
Every lead is tagged, every conversion is visible, and every market is measured by revenue contribution.

The new HubSpot-driven model ensures that Veremark’s global marketing investments produce measurable growth, scalable ROI, and complete funnel clarity.

And if you'd like

Let’s walk you through it ->