Minimizing Cost Per Lead (CPL) While Maximizing Conversions for TouchBistro in Just 6 Months

How NAV43’s strategic SEM approach lowered TouchBistro's CPL by 14% and increased lead volume by 71%, achieving higher profitability through improved lead quality.

SaaS Lead Generation Campaign

TouchBistro is an all-in-one POS and restaurant management platform built to make running a restaurant easier. Founded in 2010 and headquartered in Toronto, TouchBistro powers 16,000+ restaurants worldwide and processes $14B+ in annual payments. Its suite spans POS and payments, online ordering, reservations, inventory and labour management, kitchen display, reporting and analytics, gift cards, marketing, and loyalty—helping operators streamline service, boost sales, and deepen guest engagement.

SaaS Lead Gen Services

Google Ads Management

Meta Ads Management

Conversion Rate Optimization

The PPC Challenge

Rising acquisition costs: CPCs climbed across core SEM terms while TouchBistro needed to keep CPL <$250 to protect CAC payback and profitability.
Efficiency headwinds in SEM: Increased competition, combined with imprecise targeting/segmentation, diluted spend and throttled scale, resulting in stagnant lead growth.
Volatile lead quality: Fluctuating post-click quality made it hard to sustain volume at the target CPL, obscuring which campaigns were truly driving the pipeline.

Strategy & Approach

Comprehensive Audit and Competitor Analysis:
Strategic Adjustments
Geographical Expansion and Modular Campaign Structure
Quality Improvement Initiatives

Conducted a thorough competitor analysis to understand the competitive landscape.
Identified and analyzed competitors' keywords, ad copies, and landing pages.

Results and Outcomes

Overall, NAV43 delivered a 71% increase in leads in 6 months!

Lead Volume: Increased from 293 to over 500 leads per month, a 71% growth.
Cost Per Lead: Decreased by 14%, from $248 to $215, ensuring a sustainable cost model.
Lead Quality: Improved leads-to-opportunity rate from 35% to 48%, driving higher profitability.

5/5

"When we were looking for an agency to manage some of our SEM concerns, NAV43 came across as an ideal partner with a genuine desire to deliver according to our organizational goals. With their insight and expertise, coupled with our real-time sales data, NAV43 was not only able significantly decrease our cost-per-lead and simultaneously increase the volume of overall leads - but they were also able to solve for lead quality issues, resulting in a higher lead-to-sales opportunity ratio. Working with NAV43 helped align our paid search initiatives with our growth plans, and we truly value all of their work on our programs."

Toan Dinh

VP Marketing Demand Gen, TouchBistro

Key Takeaways

Scaled while cutting cost: Reduced CPL 14% ($248 → $215) and grew monthly leads 71% (293 → 500+) within six months.
Higher pipeline quality: Improved lead-to-opportunity rate from 35% to 48%, boosting profitability, not just volume.
Control drove efficiency: Shifting to manual CPC, refreshing ad copy/Quality Score, and landing page tests lifted conversion rates and lowered waste.
Cleaner media mix: Consolidated top-performing sources and removed underperforming mobile publishers, stabilizing lead quality and CPL.