• 630% increase in leads in a quarter (YoY)
  • Increased MQL volume by 4x
  • Dropped CPL by over 90%
  • Paid Social has decreased CPL by 75% in the past year
  • LinkedIn has decreased CPL by 80%+ while increasing leads by almost 3x QoQ

The Goal:

Cockroach Labs goals were to decrease CPL, decrease CpMQL, increase product users (MQLs), and increase lead volume.

The Solution:

By eliminating inefficiencies such as adding negative keywords and developing better sculpting of keywords on a more than frequent basis we were able to improve Paid Branded Search. Paid Social focused primarily on LinkedIn lead generation forms, changing over from sending users to a website landing page and instead having them fill out the form directly within LinkedIn. In addition to the platform hosted forms other adjustments were made in adding different audiences and asset analysis.

The Results:

Over a 12 month period, we successfully increased lead volume and MQL volume while also cutting CPL across the board most substantially for Branded Search and Paid Social on LinkedIn. With the 630% increase from leads Jan-Mar in 2020 vs. 2019 while dropping Cost per Lead (CPL) by over 90% (was over $2k, has been under $200 recently) and Paid Social has decreased CPL by $280 (75%) in the past year with LinkedIn specifically decreasing CPL by $240 while increasing leads by almost 3x over the past six months.

About Cockroach Labs

Cockroach Labs is a computer software company that develops commercial database management systems. It is best known for CockroachDB which is a distributed database with standard SQL for cloud applications. CockroachDB powers companies like Comcast, Lush, and Bose. Visit their site.


About Obility

We have one purpose: help B2B companies generate demand and increase revenue through online marketing. Located in Portland, Oregon and founded in early 2011, we’re a fast-growing agency with a global client base ranging from early stage start-ups to multinational enterprises. Our focus is on B2B companies and we’re proud that our growth has been due primarily to client referrals.