How did GoodTime increase pipeline by 50% while spending less?

GoodTime used MetadataONE's Experiment Engine to categorize keywords by intent, build single keyword ad groups for accurate testing, bid aggressively on proven converters, and auto-pause low performers. This structured approach increased pipeline 50% while reducing spend by 13.4%.

What is MetadataONE's Experiment Engine?

The Experiment Engine is MetadataONE's structured testing framework that enables marketers to run controlled experiments across keywords, audiences, creatives, and channels. It includes auto-pause rules, automated budget shifts, and performance tracking to optimize campaigns scientifically rather than by gut instinct.

How does keyword intent tiering improve search performance?

By categorizing keywords into intent tiers, teams can differentiate bidding strategies based on demonstrated pipeline impact. High-intent keywords get aggressive bids and more budget, while low-converting keywords are paused automatically, concentrating spend where it drives the most pipeline.

Customer Story

How GoodTime Grew Pipeline 50% While Spending 13% Less With MetadataONE

See how GoodTime used MetadataONE's Experiment Engine to increase pipeline by 50%, reduce spend by 13.4%, and lower cost per opportunity by 42%.

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Industry: HR Tech / SaaS
Company Size: Growth Stage (70)
Products Used: Campaign Automation, Google Search, Experiment Engine

"Bigger budgets don't guarantee better quality. Efficient search success comes from the right mix of spend, keywords, bids, and budgets."
H
Hannah McCoyHead of Growth Marketing, GoodTime

01 The Challenge

GoodTime was managing 50+ active Google Search keywords with CPL targets being consistently exceeded. The team needed to differentiate between similar-performing keywords to identify which were truly driving qualified pipeline versus just generating clicks.

Decision-making was based on gut instinct rather than data. Without a structured experimentation framework, the team couldn't determine the optimal mix of spend, keywords, bids, and budgets needed to maximize pipeline while controlling costs.

02 The Solution

MetadataONE's Experiment Engine gave GoodTime the structured testing framework to optimize their Google Search programs scientifically.

Keyword intent tiering categorized 50+ keywords by purchase intent, enabling differentiated bidding strategies based on keyword quality.
Single keyword ad groups (SKAGs) isolated keyword performance for accurate testing, eliminating the noise of grouped keywords.
Aggressive bidding on proven converters concentrated budget on keywords with demonstrated pipeline impact.
Auto-pause rules automatically stopped spend on low-performing keywords, preventing budget waste without manual monitoring.

03 The Results

By replacing gut instinct with structured experimentation, GoodTime achieved more pipeline with less spend.

50% pipeline increase driven by keyword optimization and intent-based bidding
13.4% less spend through auto-pause rules and budget concentration on proven performers
42% lower cost per opportunity by eliminating waste on low-converting keywords
320% more dollars in pipeline from the same search programs

Behind every customer story:

$1B+Sourced Pipeline

200+Enterprise Customers

263K+Experiments Run

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How GoodTime Grew Pipeline 50% While Spending 13% Less With MetadataONE

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