How Contentful Scaled B2B and B2C Growth—with Paid Media Precision
Context
Contentful is the leading content platform for building digital experiences at scale. With ambitious targets across self-serve SaaS and enterprise sales, Contentful engaged Ads by Jer to transform its Paid Search, Paid Social, and Content Syndication for both B2C and B2B funnels.
Challenge
Contentful needed to accelerate growth in North America and internationally while controlling CAC. Their legacy paid programs were US-centric, siloed by channel, and delivered inconsistent, untracked results across ICPs. International unit economics were unproven, and retargeting lacked the infrastructure for full-funnel tracking.
Approach
Ads by Jer executed a data-driven, international paid media overhaul:
Segmented campaigns by job title, firm size, and buyer persona, then layered with geo and product-specific landing pages.
Launched and localized branded/non-branded Paid Search in the US, UK, Germany, Spain, and ANZ; deployed global retargeting using Google, LinkedIn, and YouTube.
Built content syndication with industry trade partners targeting $300 CPA, and invested in B2B lead-gen assets and demo requests.
Refactored reporting: Implemented dashboards tying ad cost directly to QL1-QL3 pipeline, enabling real-time performance guardrails.
Incrementally increased media investment—$115K in October, $122.5K in November, $130K in December, and up to $215K/month at scale for global expansion.
Rolled out Document Ads, video formats, competitive conquesting, and multi-touch attribution across channels.
Results
Lowered blended CAC to $750 per B2B lead and $55 per B2C self-serve signup after segmentation and creative overhaul.
Increased paid media contribution to pipeline by 2.4x within 6 months, with QL2-QL3 conversion velocity up 38%.
Scaled campaigns to 4 new international markets; EMEA pipeline up 42%, ANZ up 34% quarter-over-quarter.
Content syndication delivered demo requests at $285 CPA, within 5% of target, driving 480 new qualified enterprise leads in Q1.
Retargeting upgrades boosted post-click conversion rates by 44%, and multi-channel reporting enabled weekly optimizations that dropped monthly wasted spend by 19%.