Increasing Google Ads MQLs by 297%
About Client
DaySmart Salon provides business management software for appointment-based businesses across the salon, spa, and body art industries. Its technology helps businesses manage scheduling, payments, customer relationships, and day-to-day operations through integrated software solutions.
Background
DaySmart Salon partnered with VELOX to improve paid acquisition and create a more scalable source of qualified software leads. While Google Ads was already generating traffic, app downloads, and form submissions, the opportunity was to move beyond top-of-funnel volume and optimize investment toward prospects more likely to become Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
Goals
Increase qualified software leads and trials.
Grow MQL and SQL volume through Google Ads.
Reduce acquisition costs across high-performing campaigns.
Capture more high-intent, non-branded search demand.
Build a scalable paid acquisition program.
Challenges
Increase qualified MQL and SQL volume.
Reduce cost per qualified lead.
Prioritize high-intent, non-branded search traffic.
Improve budget allocation across products and campaigns.
Scale conversions without sacrificing lead quality.
Approach
VELOX restructured DaySmart Salon's Google Ads strategy around the conversion signals most closely tied to qualified pipeline. As performance data matured, investment shifted away from campaigns primarily generating top-of-funnel activity and toward Search and Performance Max campaigns capable of producing stronger downstream outcomes.
The team refined non-branded keyword targeting, introduced Exact Match targeting, optimized geographic investment, adjusted budgets across DaySmart’s product lines, and continuously evaluated campaign performance against MQL and SQL generation. Rather than maximizing clicks or conversion volume alone, VELOX prioritized the campaigns and searches demonstrating the greatest potential to generate qualified software buyers.
Results
The shift toward higher-intent acquisition drove significant improvements in lead quality and efficiency. In September, Google Ads generated 115 MQLs, a 297% increase year over year and 244% increase month over month, while MQL CPA decreased 52% to $239.14. SQL volume simultaneously increased 156% month over month.
Performance Max also became a strong source of efficient acquisition, with a top-regions campaign increasing conversions 139% month over month while reducing CPA 58% to $34.45. By November, MQL volume remained 39% higher year over year while MQL CPA was 32% lower, demonstrating that the improvements extended beyond a single breakout month.
+297%
MQL Growth YoY
+244%
MQL Growth MoM
-52%
MQL CPA MoM
+156%
SQL Growth MoM
115
MQLs in One Month
Client Feedback
"VELOX helped increase our visibility by 16% and turned Paid Social into a top lead driver through a flexible, results-driven partnership."
Andrea M., Marketing Leader
DaySmart Salon
