How Zoom cut CPC 77% and achieved 9X ROI with Metadata

Zoom’s global B2B marketing team needed to scale paid advertising across 1,500+ cities while operating with reduced resources. Manual campaign management consumed 3.5 weeks per cycle, leaving little room for strategic work or experimentation.

With a massive total addressable market and multiple product lines, the team was spending too much time on bid adjustments, audience refreshes, and campaign configuration across channels. The manual overhead meant slower launches, inconsistent optimization, and budget inefficiencies that compounded at scale.

Metadata’s platform automated the most time-consuming elements of Zoom’s demand gen operations.

• Bid Agent automated 125+ bid changes daily, continuously optimizing toward CPC and pipeline goals without manual intervention.
• Campaign Automation reduced campaign setup from 3.5 weeks to under 10 minutes, enabling the team to launch and iterate at a pace that was previously impossible.
• MetaMatch audience targeting ensured every impression reached qualified enterprise buyers across LinkedIn, Facebook, and display channels.

With Metadata managing bid optimization and campaign execution, Zoom achieved transformative results across every key metric.

• 77% CPC reduction driven by Bid Agent’s daily automated optimizations
• 24% less total ad spend while generating significantly more pipeline
• 252% more opportunities and 111% more sales accepted leads
• 177% influenced revenue increase with ROI jumping from 3.26X to 9X
• Campaign setup time dropped from 3.5 weeks to under 10 minutes