How Instruqt Reduced CPL by 94% and Built $522K in Pipeline With Metadata

Instruqt was spending $30K per month with an agency and getting fewer than 10 leads. Their ad strategy was limited to bottom-funnel "Request a Demo" campaigns with no top-of-funnel presence to build awareness or nurture prospects.

Reporting arrived in static spreadsheets with no real-time visibility into performance. The team had no way to test, iterate, or scale efficiently. For a 50-person growth-stage company, every dollar of wasted ad spend directly impacted runway.

Metadata replaced Instruqt's agency entirely, providing both the platform and managed services to build a full-funnel demand gen program from scratch.

• Full-funnel strategy built persona-based targeting across awareness, consideration, and conversion stages, replacing the previous demo-only approach.
• Cross-channel orchestration coordinated campaigns across Google, LinkedIn, Meta, and Reddit from a single platform.
• MetaMatch audience targeting reached developer and DevOps decision-makers with precision that native platform targeting couldn't match.
• Campaign Automation enabled 10X faster launch times, letting the team test and iterate at a pace their agency never achieved.

Within the first month, Instruqt saw dramatic improvements across every metric, with results compounding over time.

• 94% lower CPL year-over-year after switching from agency to Metadata
• 139% more leads year-over-year across channels
• $522K in advertising pipeline generated through the full-funnel approach
• 10X faster campaign launch time compared to the agency workflow
• CPL dropped 88% in the first month alone