How TripleDart Boosted Airbase’s Pipeline by 6x with Strategic PPC Campaigns

Overview

Airbase, a Paylocity company valued at more than USD 600 million, is a leading SaaS brand in the expense management industry. Airbase partnered with TripleDart Digital to revamp and diversify their digital marketing efforts. 

At the end of three quarters, their pipeline’s ACV had grown 6x, and their MQL had gotten 2x. Read on to know how we achieved this!

Airbase’s challenge: Creating a sustainable pipeline of opportunities

Airbase needed to break out of a single-channel reliance on Google Ads, which was limiting their growth potential. They also faced challenges with creating compelling campaign designs, and their in-house performance marketer had recently left.

The Airbase team reached out to TripleDart Digital—a trusted recommendation from their departing performance marketer—to help them diversify their marketing channels, create standout campaigns, and scale their pipeline sustainably.

TripleDart’s Approach: Strategic PPC for Sustainable Growth

Our mission was clear: diversify Airbase’s lead generation efforts, enhance campaign creativity, and drive consistent growth across multiple channels.

We focused on three key areas:

1. Expanding channel diversity to reduce reliance on Google Ads.
2. Creating engaging ad content to drive conversions.
3. Continuous optimization to ensure sustained ROI.

What We Did: A Comprehensive PPC Playbook

TripleDart developed and executed targeted campaigns across various platforms to maximize engagement and conversions. We used creative copy and engaging content to build Airbase’s authority, while simultaneously broadening their audience reach. Airbase had the basics in place—what they needed was the right push to elevate their efforts.

Channel Diversification

We moved Airbase beyond Google Ads, tapping into a mix of platforms to engage different audience segments:

• Google Ads: We focused on demand capture search globally, combining this with performance max strategy. We ran awareness and remarketing campaigns via display, YouTube, performance max and search.
• ABM Lite Strategy: We took a list of the customers of Airbase’s competitors and coupled it with intent data to run ABM-focused strategies, which significantly increased pipeline value and closures.

Led to 6x pipeline growth

• LinkedIn Ads: We ran demand gen campaigns using ABM Lite strategies, focusing on high-intent audience lists. We drove awareness, demand, and pipeline acceleration. Precise audience targeting and dynamic ads directly contributed to revenue.

• CTV Campaigns
  We launched Connected TV campaigns with a $60K budget, resulting in 600+ site visits, 800K video views, and a $56K influenced pipeline.
  
  28% reduction in cost per conversion.
  

• Bing Ads: TripleDart ran demand capture on Bing by utilizing search and focusing on efficiency
  
  4x Pipeline growth

• Gartner Ads: We executed targeted campaigns to enhance visibility within product categories and drive people to convert on our landing pages
  
  Generated 1.6x of the spend in pipeline

• YouTube Ads: We started with 3 ad formats to drive brand uplift, awareness and retarget website visitors.
  
  247K views with a spend of $5K 

Competitor Campaigns

We crafted tailored campaigns targeting 9 competitors. A Q2 experiment offering a $50 Amazon gift card on landing pages resulted in measurable engagement and conversions. After adding the gift card, we were able to increase conversion rate and pipeline amount by 100%!

Performance Max 

This was a new test in FY25 for the team. We started with a persona campaign (procurement), added a competitor campaign (Concur) and then added a product campaign (AP). We were able to deliver umpteen MQLs and a pipeline worth hundreds of thousands.

Continuous Optimization

Our work didn’t stop at launch. We continuously monitored performance, fine-tuned targeting, refreshed ad creatives, and adjusted bidding strategies to ensure every dollar spent drove maximum ROI.

Eye-Catching Designs

To strengthen Airbase’s LinkedIn presence, we created over 100 visually striking creative assets that aligned seamlessly with their brand. These designs not only caught attention but also helped sustain long-term growth.

Results Achieved

TripleDart's strategic approach yielded impressive results for Airbase:

• 183% Increase in ACV Quarter-over-Quarter.
• Scaled Pipeline by 3x per Quarter by optimizing the sales opportunity stages and focusing more on the discovery stage.
• Scaled the paid program to deliver:
  
  • 2X MQL growth
  • 6X Pipeline growth
• Worked on competitor displacement program via Paid Social & Search Ads to deliver 1.7Million ACV and generate 60% penetration into target accounts.
• Tested new categories and launched new features (Spend Analytics, Touchless AP, Guided Procurement etc.)
• Worked on an integrated campaign for the sales team that influenced 264 opportunities via LinkedIn Ads.
  

The diversification of marketing channels proved to be an immediate success. The above results indicate an impressive growth trend and show sustainability over 2 quarters. With more effective PPC strategies, TripleDart continues to help Airbase triple its pipeline size and ensure continued success.

Key Takeaways

Customized Strategies Drive Success: TripleDart Digital’s tailored PPC campaigns and diversification strategies were instrumental in accelerating Airbase’s growth, demonstrating that a personalized approach outperforms one-size-fits-all solutions.

Channel Diversification is Key: By expanding beyond Google Ads into platforms like LinkedIn, Bing, YouTube, and CTV, TripleDart ensured Airbase could engage a broader audience and create a sustainable pipeline of opportunities.

Rapid Growth in a Short Time: Through strategic optimization and creative campaign management, TripleDart helped Airbase achieve remarkable results, including a 6X increase in their pipeline and 2X growth in MQLs within just three quarters.

Agility and Expertise Deliver Results: TripleDart’s ability to identify specific client challenges and address them with precision highlights the value of a flexible, expert-led approach to digital marketing.

Team Structure

Sudharshan Narasimhan: Provided strategic oversight and client relationship management

Parul: Spearheaded the PPC strategy, initiating experimental campaigns to pinpoint effective approaches. Started working on Google Ads as a channel and then expanded into LinkedIn and Bing too. Created plans, and reports and worked on driving scale.

Abdul: Supported with execution of the strategies and plans across the ad accounts, and worked on extensive reporting.

Srushti Haval: Executed campaign strategies and monitored performance metrics