Executive Summary
Client: ChowNow – The leading online food delivery order platform for independent restaurants
Challenge: Scale SEM leads while reducing CPA
- Scale SEM leads while reducing CPA
- Improving campaign efficiency—Reduce wasted spend on low-intent traffic.
- Differentiate from commission-based apps (DoorDash, UberEats)
FuseDemand’s SaaS Demand Gen Solution:
- Keyword Strategy:
- Eliminated keywords that lacked relevancy to the buyer (“food delivery”)
- Eliminated keywords that had a high lead rejection rate by sales
- Focused on keywords that signaled buyer intent, “Food delivery” vs“how to avoid UberEats fees”.
- Activated New Ad Copy:
- New headlines drove a 140% increase in CTR vs old
- Ad & Landing Page Tests:
- Deployed messaging that emphasized SaaS differentiators (“Keep 100% of revenue—no commissions”)
- Optimized lead form, adding new geo-based copy to increase relevancy
Results:
✅ + 63% increase in qualified leads.
✅ – 23% lower CPA (cost per acquisition).
✅ + 40% vs Goal.
The SaaS Demand Generation Challenge
Problem: ChowNow’s ads were attracting the wrong audience:
- Diners searching “food delivery” (low intent for SaaS).
- Restaurant owners unaware of ChowNow’s SaaS advantages (no commissions, white-label apps).
Missed Opportunities:
- No targeting for commercial-intent searches (e.g., “avoiding uber eats fees”).
- Ad copy failed to highlight SaaS differentiators.
The FuseDemand Playbook
Lead-Qualifying Keyword Strategy
- Eliminated Diner Terms:
- Paused: “food delivery app” (low intent).
- Targeted SaaS Buyer Intent:
- Commercial: “online ordering system for restaurants”
- Pain-Based: “how to avoid UberEats fees”
- Technical: “POS integration for restaurants”
Ad Copy That Sold SaaS Value
- Tested Messaging:
- “Keep 100% of revenue—zero commissions.” (Highlighted SaaS model)
- “Your branding, your customers—white-label mobile apps.” (SaaS feature)
- “Get set up in 24 hours—no IT team needed.” (Ease-of-use)
Robust Test and Learn
- Testing ad copy and landing pages to increase qualified conversions
Results
| Metric | Improvement |
|---|---|
| Qualified Leads | +63% |
| Cost per Acquisition | -23% |
| Leads vs. Goal | +40% |
Conclusion: A Repeatable SaaS Demand Gen Blueprint
ChowNow’s results prove that targeting commercial intent beats broad top-funnel campaigns for B2B SaaS growth. Here’s what worked—and how to apply it:
1. Key Takeaways
- Fish Where the Fish Are
Diner searches (“food delivery”) drove low-quality leads. By pivoting to restaurant-owner intent (“how to avoid UberEats fees”), we attracted qualified signups. - SaaS Messaging Wins
Ads highlighting zero commissions and white-label branding outperformed generic “get more orders” copy by 2.1X. - Automation Unlocks Scale
Real-time bid adjustments for high-intent keywords reduced CPA by 23% without sacrificing lead volume.
2. Who Else Can Use This Playbook?
This strategy works for any B2B SaaS or subscription model facing:
- High CAC from inefficient ad spend.
- Competition with entrenched players (e.g., DoorDash in restaurant tech).
- Low conversion rates from poorly qualified traffic.
3. Ready to Transform Your Demand Gen?
FuseDemand specializes in:
- SaaS-Focused SEM: We target the searches your buyers actually use.
- Conversion Rate Optimization: From ad copy to landing pages.
- Lead Management: Solutions that identify lost revenue
Get Started Today to see how we can cut your CPA and scale qualified leads.
