---
title: "SnapLogic Case Study | 68% MQLs from one year of VBB"
description: "SnapLogic's year of Value-Based Bidding aligned advertising outcomes with business goals. 68% MQL volume, 47% SQL volume, 62% lower cost per MQL YoY."
url: "https://vertodigital.com/case-studies/snaplogic-vbb"
image: "https://vertodigital.com/images/site/og-default.png"
---

# 68% MQLs from one year of VBB.

 

Value-Based Bidding aligned advertising outcomes with business goals - and proved its impact over a full year.

 

68%

 

MQL volume

 

47%

 

SQL volume

 

62%

 

lower cost per MQL YoY

 [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment) [See all case studies](https://vertodigital.com/case-studies) 

The company

 

## About SnapLogic.

 

SnapLogic is an integration platform-as-a-service (iPaaS) company that helps enterprises connect data, applications, and APIs across hybrid environments. The product sits inside the integration and automation category - alongside MuleSoft, Workato, and Boomi - and competes on its AI-powered approach to building integrations and its support for both data integration and application integration in one platform.

 

The buyer is the data and integration leadership: chief data officer, integration architect, head of IT. The sales motion is enterprise-driven with strong inbound demand from large organizations evaluating modernization of their integration stack.

 

At a glance

 Industry iPaaS Engagement Inbound + Pipeline Intelligence Timeframe Year-long VBB program 

The problem

 

## The problem.

 

Despite high conversion volume, SnapLogic's digital advertising strategy wasn't impacting the bottom line. The challenge was to align advertising outcomes with business goals by improving lead quality and conversion rates between funnel stages. The bid algorithm needed to learn what high-value pipeline looked like - not what high-volume form-fills looked like.

 

The work

 

## What we built.

 

We introduced funnel stages as conversions in Google Ads, including a custom ICP conversion between Lead and MQL stages to balance volume and quality. We assigned values to ICP leads, MQLs, and SQLs based on historical ROI and conversion rates, prioritizing high-value MQLs. We then activated Value-Based Bidding to optimize for conversion value rather than volume. This strategy improved campaign performance, increased MQL volume, decreased cost per MQL, and enhanced SQL volumes - with results amplifying over one year.

 

The outcomes

 

## What changed.

 

68%

 

MQL volume increase.

 

MQL volume rose 68% as the bid algorithm learned to value ICP-aligned conversions over raw form-fills.

 

47%

 

SQL volume increase.

 

Sales-Qualified Leads grew 47% as deeper-funnel signal fed back into bidding.

 

62%

 

lower cost per MQL YoY.

 

Cost-per-MQL dropped 62% year-over-year while volume rose - the compounding effect of VBB at scale.

 

VBB now powers 40% of SnapLogic's campaigns, using 60% of total budget.

 

The customer voice

 

## In their words.

 

> “Our collaboration with VertoDigital took our digital advertising efforts to the next level. By focusing on high-value opportunities and aligning our bottom-funnel strategy with business goals, we saw a dramatic performance improvement. The introduction of Value-Based Bidding and targeted regional strategies helped us increase the volume of MQLs and prove our campaigns' value in driving high-quality marketing sourced opportunities. The results went beyond what we anticipated and significantly impacted our business growth!”

 

Davi Chittams

 

Director of Demand Generation, SnapLogic

 

The services

 

## Services behind the work.

 

Service 01

 

### Inbound Pipeline Growth

 

Funnel-stage conversion architecture and value-based bidding rollout.

 

Service 02

 

### Paid Search

 

Google Ads campaigns optimized for conversion value, not volume.

 

Service 03

 

### Pipeline Intelligence

 

Custom ICP conversion between Lead and MQL stages to balance volume and quality.

 

## Related work

 [All case studies](https://vertodigital.com/case-studies) SnapLogic 

iPaaS

 

11× ROAS on opportunities

 

SnapLogic: 11× ROAS with tROAS

 [Read case study](https://vertodigital.com/case-studies/snaplogic-troas) SnapLogic 

iPaaS

 

3× ROI from paid ads

 

SnapLogic: 3× ROI via 1st-party data

 [Read case study](https://vertodigital.com/case-studies/snaplogic-1st-party-data) IRONSCALES 

Cybersecurity

 

2.3× pipeline in 90 days

 

IRONSCALES grew pipeline 227% in 90 days

 [Read case study](https://vertodigital.com/case-studies/ironscales) 

Free · 5 business days · No commitment

 

## See whether your pipeline could move like this.

 

The Pipeline Assessment is the same diagnostic we ran with SnapLogic before the engagement. Five days. Senior specialist. Senior debrief.

 [Get Your Free Pipeline Assessment](https://vertodigital.com/assessment)