Case Study
GCG — Advatix & XPDEL
Enterprise B2B campaigns. Three products. Two continents. 7x SQL growth.
7x
SQL growth year on year
XPDEL USA · 2024 vs 2025
52%
CPL reduction
₹32,511 → ₹15,568
284
Paid leads generated
XPDEL USA · full year 2025
15.1%
CTR — Advatix CXMC
vs 2–4% B2B industry avg
₹50L+
Total managed spend
All brands · 2025
Three distinct products. Three different buyer profiles. One team managing all of them.
XPDEL — 3PL & Fulfilment
Third-Party Logistics · USA + India
XPDEL is a high-performance fulfilment and 3PL platform serving D2C and B2B brands across North America and India. With 20+ facilities and 4M+ sq ft of fulfilment space, 100+ integrations, and 98%+ on-time delivery, XPDEL competes directly with the largest logistics platforms in the world. The buyer is a VP of Operations or Supply Chain Director at a fast-growing brand spending $200K–$2M+ annually on logistics.
Advatix CXMC — BPO & Shared Services
Customer Experience · Dispatch · Back Office · USA
Advatix CXMC delivers 24×7 BPO services — customer support, dispatch management, data analytics, IT helpdesk, and HR — for eCommerce, logistics, and healthcare companies. With AI-driven efficiency and human expertise, CXMC has helped clients achieve 28% cost savings and AHT reductions from 8 minutes. The buyer is a COO or Operations Director at a company with 50–500 employees looking to offshore and optimise non-core functions.
Advatix CloudSuite FEP
Warehouse Management System · 3PL Technology
Advatix CloudSuite Fulfillment Execution Platform is the #1 Global Innovation of the Year 2024 — a modular, award-winning WMS built for 3PLs and enterprise eCommerce. Trusted by XPDEL itself and top 3PLs across North America. The buyer is a 3PL operator, warehouse manager, or eCommerce head evaluating WMS platforms — a highly specific, high-intent audience in a crowded category.
The hardest category in paid search.
B2B enterprise lead generation is categorically different from D2C or B2C marketing. The buyer is not an individual making an impulse decision — they are a senior executive with budget authority, multiple stakeholders to satisfy, a procurement process to follow, and a 6–18 month decision cycle. The keyword costs are high, the audiences are narrow, and a single qualified lead is worth more than a thousand consumer transactions. Getting a SQL — a Sales Qualified Lead — in this category is a genuine achievement. Improving SQLs by 7x in a year while reducing cost per lead by 52% is exceptional.
01
C-suite buyers with long decision cycles
VP-level and C-suite buyers who research thoroughly, require multiple touchpoints, and take 6–18 months to close.
02
Three different products, three different audiences
XPDEL 3PL, CXMC BPO, and CloudSuite WMS each have distinct buyer profiles, keywords, and landing page requirements.
03
USA and India simultaneously
XPDEL campaigns running in both geographies — different CPL benchmarks, different messaging, different competitive landscapes.
04
Landing page optimisation as the lever
In B2B, ad click-through is only half the battle. Converting a $500K-opportunity buyer on a landing page requires precision — messaging, form design, trust signals, and CTA hierarchy.
SEARCH CAMPAIGNS
Full-funnel paid search architecture
Campaign structure built around buying intent — navigational, informational, and transactional queries mapped separately. Top-of-search impression share held at 60–83% across all brands.
LANDING PAGE OPTIMISATION
Conversion built into the page, not bolted on
Landing pages designed and tested specifically for high-value B2B buyers. Form structure, trust signal placement, and CTA hierarchy optimised for each product and audience segment.
MARKET RESEARCH
Audience mapping before the first rupee was spent
Competitor analysis, keyword landscape mapping, and buyer persona research conducted for each product. The CXMC campaign targeting industries (Retail, eCommerce, 3PL, Healthcare) and company sizes (25–100+) was informed by structured market research.
2024 — Baseline
Pre-optimisation
CTR
1.6%
Forms
110 total
CPL
₹32,511
SQLs
2 total
2025 — After optimisation
Full-year results
CTR
4.0%
+2.5xForms
284 total
+2.6xCPL
₹15,568
-52%SQLs
14 total
+7xThe improvement from 2024 to 2025 reflects a full year of campaign learning, creative iteration, and landing page refinement. CTR improved 2.5x as ad copy became more precisely targeted to buyer intent. Form fills improved 2.6x as landing page friction was reduced. CPL dropped 52% as quality score and relevance scores improved. Most significantly, SQLs — the leads that actually make it into the sales pipeline — went from 2 to 14: in a category where a single contract is worth $200K+, those 14 SQLs represent substantial pipeline value.
15.1% CTR. The ad worked. The category is hard.
The Advatix CXMC campaign achieved a 15.1% click-through rate — in a B2B category where the industry benchmark is 2–4%. This is a creative and targeting win: the right message, reaching the right audience, in the right context. At ₹66 CPC with 1,835 total clicks from a contained spend of ₹1.2L, the paid media efficiency was exceptional. The challenge in this category is not getting the click — it is converting a senior operations decision-maker who is evaluating a multi-year outsourcing partnership, which is a landing page and sales problem, not a campaign problem.
15.1%
CTR vs 2–4% benchmark
₹66
Average CPC
1,835
Clicks from ₹1.2L spend
CPC trend (₹) — Mar to Oct 2025
₹82
Mar 25
₹162
Apr 25
₹115
May 25
₹61
Jun 25
₹49
Jul 25
₹44
Aug 25
₹40
Sep 25
₹38
Oct 25
CPC for Advatix CloudSuite dropped from ₹162 in April to ₹38 by October — a 76% reduction in 7 months. This is a direct result of quality score improvement: as relevance between ads, keywords, and landing pages increased, Google rewarded the campaign with lower cost-per-click. Top-of-search impression share stayed at 60–83% throughout despite the falling CPC, which means the brand was not just cheaper — it was consistently showing first when it mattered.
76%
CPC reduction · Apr to Oct 2025
13.5%
Peak CTR · Jul 2025
83%
Peak TOS share · May 2025
Running two geographies. Two buyer languages. One team.
The XPDEL India campaign ran simultaneously with XPDEL USA — same brand, fundamentally different market. The Indian D2C and B2B fulfilment buyer is looking for a partner who understands the Flipkart-Amazon-Shopify-Blinkit ecosystem, nationwide reach, and fast onboarding. The US buyer is evaluating against ShipBob, Shipwire, and Amazon MCF on enterprise service levels. Sociomonkey managed both campaigns with distinct messaging, keywords, and bid strategies.
261
Leads generated
₹1,011
Avg CPL
6.9%
CTR
Apr–Dec
2025
Paid drives volume. Organic builds the foundation.
Q1 2025
Q2 2025
Q3 2025
Q4 2025
Full Year 2025 — Total
28,686
Website visits
241
Total leads
71%
MQL rate
42
SQLs
3
Deals awarded
Q3 and Q4 website visits doubled from Q1–Q2, indicating SEO and content improvements made in H1 2025 are compounding. A 71% MQL rate across organic leads demonstrates that the audience being attracted is qualified. Three deals awarded from organic pipeline in 2025.
7x
SQL growth — XPDEL USA
52%
CPL reduction — XPDEL USA
76%
CPC reduction — CloudSuite
15.1%
CTR — Advatix CXMC
525
Total paid leads all brands
241
Organic leads · 71% MQL rate
GCG operates three of the most technically complex products in B2B services — enterprise logistics, BPO shared services, and warehouse management software. Sociomonkey managed paid campaigns across all three simultaneously, across two geographies, with distinct campaign architectures for each. In B2B enterprise, results compound slowly and attribution lags by 6–18 months. The numbers above — 7x SQL growth, 52% CPL reduction, 15.1% CTR — reflect the quality of the underlying work: campaign structure, keyword strategy, landing page optimisation, and continuous iteration. Three deals awarded from organic in 2025 alone.
3 products
Managed simultaneously
2 geographies
USA + India
₹50L+
Managed spend 2025
12 months
Continuous engagement
Running B2B campaigns that need to actually convert?
We know the difference between a click and a SQL. Tell us what you are trying to build.