How we helped WoodWing Scienta 5× new customer acquisition while slashing CAC by 88 %
| +400 % new customers | –88 % cost per customer | +619 % ROAS | –40 % ad spend |
About WoodWing
WoodWing Scienta is the all-in-one platform for quality, process, and knowledge management. It lets organisations capture every policy, workflow and best-practice in one searchable hub so employees can “find the answer in seconds”. Scienta asked us to prove that paid media could deliver pipeline-ready prospects, not just curious demo clicks.
The challenge
Plenty of leads were coming in, but too few turned into opportunities. Rising acquisition costs and tighter budgets meant “more leads” was no longer good enough; WoodWing needed fewer, higher-quality prospects who would buy. The mission: attract the right decision-makers, convert them into customers, and cut spend at the same time.
Our approach
1. Deep dive into Woodwing Scienta ICP & and key Personas
We started with a discovery and alignment sprint with Marketing & Sales to define Scienta’s ICP, personas, and buying triggers. We identified small-to-mid-sized healthcare (especially home care) led by Quality/Compliance managers, struggling with scattered documentation, SharePoint sprawl, and audit risk. These insights gave us a strong foundation to inform our messaging and creative.
2. Optimised attribution and measurement
By establishing a unified event taxonomy, we rebuilt Google Tag Manager and GA4. This enabled the synchronization of all crucial actions with HubSpot and the upload of offline conversions. As a result, we achieved clear attribution, allowing us to optimize for SQLs and revenue rather than superficial metrics.
3. Only high-intent Google & Microsoft Search campaigns
We performed extensive keyword research based on competitor insights, pain points, and a CRM deep dive to identify the highest-performing keywords throughout the funnel. We then restructured Google paid search campaigns to focus only on high-intent keywords that included terms like "software," "platform," "tool," or "system," and paused all generic or low-intent keywords with no historical funnel impact.
4. Full-funnel strategy on LinkedIn
We leveraged our B2B demand generation and capture playbook to develop a comprehensive LinkedIn Ads strategy. This strategy focused on a top-of-funnel layer targeting a vetted list of Scienta ICP-fit accounts, complemented by remarketing campaigns designed to engage high-intent website visitors and personas who have interacted with their ads. Our content strategy was developed around employee thought leadership video ads to build authority, creative scroll-stopping ads that create memory structures, and bottom-of-the-funnel (BOFU) product demo and conversational ads.
Results
In Q2 2025, paid media stopped being a cost centre and became a revenue engine for WoodWing Scienta:
- Improved Lead Quality & Volume:
- MQL → SQL conversion jumped 33 %, proving lead quality skyrocketed.
- SQL volume grew 150 %, giving Sales far more qualified conversations.
- Accelerated Customer Acquisition & Reduced Costs:
- New customer acquisitions increased 5× (-400 % year-on-year).
- Cost per customer fell 88 %, even while total ad spend dropped 40 %.
- Sustainable paid media growth:
- Return on Ad Spend (ROAS) reached an impressive 619%, highlighting exceptional bottom-line efficiency.
In essence, WoodWing Scienta successfully closed more deals at a fraction of the cost, with half the number of leads, proving the profound impact of their strategic approach.
