Mouseflow: Full-Funnel Meta Strategy
How a structured, full-funnel Meta approach drove 11M+ impressions, 67% more clicks, and 21% lower cost-per-click year-over-year for a leading SaaS analytics company.
67%
Increase in CTR YoY
21%
Decrease in CPC YoY
11M+
Top-Funnel Impressions
20%
Increase in Qualified Leads
The Client
Mouseflow is a leading behavior analytics platform used by thousands of businesses worldwide to understand how visitors interact with their websites through heatmaps, session recordings, and funnel analysis. Before 2023, Mouseflow had minimal presence on Meta platforms and was leaving a significant acquisition channel untapped.
The Challenge
Mouseflow needed to build a Meta advertising presence from the ground up — establishing brand awareness among SaaS professionals and digital marketers, while simultaneously generating high-quality leads at an efficient cost. The challenge: paid social for B2B SaaS requires a very different approach than e-commerce. You can’t just run conversion campaigns at cold audiences and expect results.
The Strategy
Rather than jumping straight to lead gen, I built a true full-funnel approach across three distinct campaign types, each with its own objective, audience, creative, and messaging:
Top of Funnel — Awareness: Video and carousel campaigns targeting SaaS professionals, digital marketers, and website owners. Creative focused on pain points (“Why are visitors leaving your site?”) rather than product features. Goal: build a warm audience cost-efficiently.
Middle of Funnel — Consideration: Retargeting campaigns serving video viewers and website visitors with more detailed product messaging, customer proof points, and lead magnet offers. Landing page views were the key metric here.
Bottom of Funnel — Conversion: Highly targeted conversion campaigns aimed at warm retargeting pools who had shown strong intent signals. Free trial and demo offer creative. Optimized for quality leads, not just volume.
Throughout the campaign, I ran ongoing A/B tests on creative formats, headlines, and audience segments — with weekly optimizations based on performance data.
The Results
Top Funnel: Achieved 11M+ impressions with over 4,000 video plays at a 3% engagement rate, building a substantial warm audience among SaaS professionals.
Mid Funnel: Landing page views increased by 30% and engagement metrics confirmed strong intent from retargeted audiences, leading to significantly higher quality leads entering the bottom of the funnel.
Bottom Funnel: Generated a 20% increase in qualified leads compared to prior periods and reduced lead acquisition cost by 15%.
Year-over-year: CPC dropped 21% (from $0.82 to $0.65) while CTR increased 67% (from 0.38% to 1.03%), demonstrating the compounding impact of a well-structured evergreen campaign approach.
Want Results Like These?
Whether you’re in SaaS, hospitality, retail, or services — the same full-funnel principles apply. Let’s talk about what this could look like for your business.
William Cole Creative 