Illustrative scenario: The company in this case study is hypothetical, and its budget and results are example numbers chosen to show the method. The audience data is real: it comes from the QualifiedLead system and from our published audience review.
The challenge
A small software company sells a scheduling and invoicing tool for service businesses at $49 a month. Its ideal customers are owners who already use, or have looked at, a CRM: people who want to systemize their business but have not finished the job.
The audience
The team chooses the Keap audience: 8,279 profiles engaging with a small business CRM fanpage, for $30. The top ten locations split almost evenly between the US (660) and Canada (591), and 59.6% of profiles that list a status are married, a sign of established owners. Two warnings from the review shape the plan: only 2.7% of profiles have an email, and the page has been quiet since August 2025, so the list should be used soon.
The plan
- Two custom audiences, one for the US and one for Canada, with prices in local currency.
- A lookalike audience seeded from the list to extend reach.
- A 14-day free trial as the offer, with no mention of any other brand in the ads.
The numbers (example)
| Item | Cost |
|---|---|
| Audience list | $30 |
| Ad spend | $2,000 |
| Creative | $500 |
| Team time (40 hours at $40) | $1,600 |
| Total cost | $4,130 |
| Metric | Value |
|---|---|
| Free trial sign-ups (leads) | 140 |
| Cost per lead | $29.50 |
| Paying customers after the trial | 18 |
| Customer acquisition cost | $229.44 |
| Monthly revenue per customer | $49 |
| Months to pay back CAC | 4.7 |
| First-year revenue if all stay | $10,584 |
What the example shows
- Judge SaaS on payback, not CPL. A CPL near $30 looks high next to consumer campaigns; a CAC paid back in under five months is healthy for a monthly subscription.
- Low coverage is not a dealbreaker. With 224 emails out of 8,279 profiles, the list works as an ad audience and a lookalike seed.
- Act on freshness. A dormant source page means the interest is ageing. This is a campaign to run now, not to save.
Read the full Keap audience review, or explore B2B audiences.
