CloudMetrics: CAC reduced by 47%
A B2B SaaS company cut customer acquisition cost by 47% through a combined content and paid media strategy that shifted pipeline from paid to organic.
Duration: 8 months · Services: Content Marketing, PPC, SEO, Copywriting
Results
The challenge
CloudMetrics, a London-based observability SaaS platform, was spending £85K/month on Google Ads with a CAC of £620. The content programme produced top-of-funnel blog posts that generated traffic but no pipeline. Organic contributed just 8% of demos. The board demanded better unit economics before the Series B.
Our solution
We restructured the content engine entirely around bottom-of-funnel intent: comparison pages (vs Datadog, vs New Relic), alternative pages, integration landing pages, and use-case guides. Simultaneously, we rebuilt the Google Ads account from scratch — restructuring campaigns around product features rather than generic keywords, implementing Enhanced Conversions, and launching a Performance Max campaign targeting in-market audiences. Content and paid were orchestrated as one system.
“Meridian transformed our unit economics. We went into our Series B with a CAC story that investors loved. The content moat they built is now our most defensible growth channel.”