How Zoom Cut CPC by 77% and Boosted ROI 3X with Metadata’s Bid Agent
Overview
Zoom is a leading cloud-based video communication platform designed to support virtual meetings, webinars, and real-time collaboration across teams and organizations of all sizes. The platform offers high-quality video and audio, screen sharing, in-meeting chat, recording, and integration with popular productivity tools. Known for its reliability and ease of use, Zoom enables seamless communication for remote teams, enterprises, educators, and individuals, helping them stay connected and productive regardless of location.
The AI Advantage in B2B Paid Advertising
What happens when a global B2B marketing team hands off repetitive ad optimization to AI? You get results like Zoom. In this case study, we break down how Zoom used Metadata’s Bid Agent to reduce cost-per-click, increase efficiency, and scale revenue-driving campaigns.
In a recent session, we sat down with Charisse, Zoom’s fearless digital marketing lead, and Henry, Metadata’s campaign optimization expert who manages over $45 million in ad spend. Together, they showcased how Bid Agent transformed their ad performance.
The B2B Marketing Challenge: Manual Optimization at Scale
Like many B2B companies, Zoom needed to scale global ad campaigns with fewer resources and tighter budgets. Charisse stepped in to lead paid social during a team transition. Her goal: faster results with less manual effort.
Using Metadata’s Campaign Optimizer and Bid Agent, Charisse and Henry achieved massive gains:
- 24% reduction in ad spend
- 77% drop in CPC (cost-per-click)
- 177% increase in influenced revenue
- ROI increased from 3.26x to 9x
How Metadata Bid Agent Works
Metadata’s Bid Agent is a LinkedIn bidding automation tool designed to maximize performance with minimal manual input. Instead of relying on LinkedIn Auto Bid or manual bid caps (which are static and unoptimized), Bid Agent:
- Spends your dedicated budget by ensuring you’re winning auctions
- Drives down CPC by making real-time bid adjustments based on performance signals
Henry shared that in one day, Bid Agent made 125 bid changes across active campaigns—an impossible feat for any human marketer. And it does this over and over again, 24/7!
Campaign Setup: From Weeks to Minutes
Manually building campaigns across 1,500+ cities used to take Zoom’s team 3.5 weeks. Now, with Campaign Optimizer and Metadata’s bulk upload features, they do it in under 10 minutes.
“As someone who used to manually input each city into LinkedIn, this is a game-changer,” Henry said.
Measurable Impact of Bid Agent
Charisse and Henry ran a clean A/B test before and after implementing Bid Agent. The results:
- Impressions up 87%
- CPM down 32%
- CPC down 38%
- Sales accepted leads up 111%
- Influenced opportunities up 252%
No major creative overhauls. No new messaging. Just AI-driven execution.
Marketer Time Savings: More Strategy, Less Spreadsheet
Charisse estimates Bid Agent saves her team 3 to 10 hours per week, freeing time for strategic work, creative projects, and campaign planning.
“It’s the most set-it-and-forget-it thing out there. Except the agent doesn’t forget,” she said.
Get Early Access to Bid Agent
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No heavy lifting. Just better results
