Case study
Overloop
90 leads. Month one. Zero prior data.
Context
Overloop is a sales automation tool designed for founders, sales managers, and agency leaders who want to scale their prospecting without increasing headcount. The product is solid and the value proposition is clear, but in a highly competitive B2B SaaS landscape, being good isn't enough. Overloop needed a paid social strategy that could stand out, speak to multiple distinct buyer personas, and generate qualified leads at a controlled cost. That is why they entrusted us with building their campaign from the ground up.
Challenge
The mandate was simple: generate sign-ups at a controlled cost per lead, across three different buyer personas and multiple markets: the UK, Belgium, and Ireland. The real complexity lay in the creative: B2B SaaS communication on paid social requires more than just a list of features. It requires scroll-stopping hooks, narratives that resonate, and formats that feel native, not like advertisements. Every angle had to perform, as there was no historical data to act as a safety net.
Solution
We built the campaign around four distinct creative angles, each designed to trigger a different emotional response: instant gratification, smart leverage, relief from operational burden, and competitive advantage. Rather than producing overly polished brand content, we favored an approach inspired by UGC and native feed formats, prioritizing performance over polish. Ad sets specific to each ICP targeted CEOs, founders, and sales managers separately, with a full lead generation and remarketing structure across UK-EN and BE-EN markets. Weekly tracking fed directly into the next round of creative iteration.
Results
The first month set the tone. Overloop generated 90 leads during the first 30 days of the pilot, proving that a well-structured campaign can deliver from day one, even without historical data. The conversion rate reached 7.88%, a solid result by B2B SaaS standards, while the conversion rate from landing page to sign-up reached 14.1%, a clear signal of product-market fit. A single creative, the "Matt vs Anna"video, generated 67.8% of all leads. When the right message meets the right audience, results follow quickly.
90
Leads in month one
7.88%
Conversion rate
14.1%
Landing-to-signup rate
67.8%
Of leads from the “Matt vs Anna” video