How GrowthSpree Scaled Moolya's Paid Acquisition for Software Testing & QA Services
A leading software testing and QA services provider needed to scale enterprise lead generation across automation testing, performance testing, and security testing — without inflating CPL. Across an ₹17.1L (~$20.5K) paid spend over 8 months on Google Ads + LinkedIn, a phased full-funnel engine delivered 277 qualified leads, 92 high-intent MQLs, and a 2.3× LinkedIn CTR lift — all while keeping average CPL at ₹6,172.
Key Takeaways
GrowthSpree partnered with Moolya to build a structured, dual-channel paid acquisition engine across Google Ads and LinkedIn — engineered to generate qualified leads for software testing, QA, automation testing, and performance testing services while improving MQL conversion and lead quality month over month.
- 277 qualified leads generated across 8 months (July 2024 – February 2025).
- 92 MQLs delivered — a ~33% lead-to-MQL conversion rate.
- Google CTR consistently > 7%, peaking at 8.38% in July 2024 — top tier for B2B services advertising.
- LinkedIn CTR doubled: from 0.36% (July 2024) to 0.82% (January 2025) — a 2.3× lift through creative iteration.
- Program-low CPL of ₹2,943 in September 2024 by concentrating spend on top-converting keywords.
- Enterprise MQLs from BOFU + case study campaigns featuring Flipkart and PhonePe drove the highest-quality pipeline.
The Mission
Moolya is a leading software testing and QA services provider that helps enterprises ship reliable software through automation testing, performance testing, and security testing — serving software development, mobile application, e-commerce, and broader technology verticals. The mission for the H2 2024 + early 2025 program: scale qualified lead generation across Moolya's core service lines while sharpening MQL conversion, controlling CPL, and surfacing the kind of enterprise pipeline that case studies like Flipkart and PhonePe were built on.
The Challenge
Software testing and QA is a category where commercial intent is high — but so is competition. The buyer is a CTO, VP Engineering, or QA Director who already runs evaluations across the largest testing service brands in the world. Moolya needed paid acquisition that didn't just generate leads, but generated MQLs — leads with the budget, authority, and intent to actually buy enterprise-grade testing services. That meant disciplined channel allocation, ruthless keyword focus, and creative built specifically to convert enterprise decision-makers.
What We Were Up Against
Our Strategy
We built a structured, dual-channel paid acquisition engine — Google Ads for high-intent volume capture, LinkedIn for enterprise-grade MQL reach, and creative built around proof points (case studies, named clients). Each service line got its own keyword cluster; each channel got the funnel role that matched its strengths.
Increase lead generation across Moolya's core services: software testing, QA, automation, performance.
Optimize CPL and Cost-per-MQL through sharper ad targeting and refreshed creative.
Enhance lead quality by focusing budget on high-converting commercial keywords.
Refine conversion tracking so every click was traceable from CTR through MQL to SQL.
The GrowthSpree Framework
Google Ads as the volume + efficiency engine. We concentrated bidding on bottom-funnel commercial intent — "software testing companies," "penetration testing services," "mobile application testing." CTR held steady above 7% across most months, peaking at 8.38% in July 2024. Impressions held above 50,000/month in peak months, with September delivering 62 Google leads at the program's lowest CPL of ₹2,943.
LinkedIn as the enterprise MQL layer. LinkedIn played mid-to-bottom funnel — running BOFU campaigns and case study creative featuring Flipkart and PhonePe. CPL ran higher than Google but the MQLs were enterprise-grade: testing decisions at scale. Over 8 months, LinkedIn CTR more than doubled (0.36% → 0.82%) through creative iteration and audience refinement.
Conversion tracking infrastructure. We refined Moolya's tracking so every click was traceable from impression to MQL — making it possible to identify which keywords, creatives, and campaigns drove not just leads but pipeline-ready conversations.
How GrowthSpree Saved the Day
Google Ads · Bottom-Funnel Volume Engine
Concentrated spend on top-converting commercial keywords ("software testing companies," "penetration testing services," "mobile application testing"). CTR consistently > 7% across most months, peaking at 8.38%. Drove 62 leads in September 2024 at the program-low CPL of ₹2,943.
LinkedIn · Enterprise MQL Layer
Ran BOFU and case study campaigns featuring Flipkart and PhonePe — surfacing enterprise CTOs and VPs Engineering. Despite higher CPL than Google, LinkedIn delivered the highest-quality MQLs and lifted CTR 2.3× (0.36% → 0.82%) through ongoing creative iteration.
Conversion Tracking & Quality Focus
Refined conversion tracking so every click was visible from CTR → Lead → MQL. Concentrated budget on keywords with proven MQL conversion. Result: ~33% lead-to-MQL conversion rate across the program — quality, not just volume.
The Four Pillars That Made It Work
How a disciplined 8-month sprint moved Moolya from volume-only paid efforts to a quality-focused enterprise pipeline.
Launched Google Ads with full focus on commercial-intent keywords for software testing and QA services. CTR hit 8.38% in July — the highest of the entire program — with 50,416 impressions and 4,226 clicks. August saw budget recalibration (spend halved to ₹113K) to learn what was actually converting, while LinkedIn launched with case study creative for enterprise reach.
July delivered 63 leads and 18 MQLs at ₹3,608 CPL — a strong baseline. August recalibrated to learn quality signals: 22 leads with 5 MQLs gave us the data to focus the next month on top-converting keywords.
Star insight: An 8.38% CTR in month one signalled that Moolya's positioning resonated with bottom-funnel commercial intent. The challenge wasn't attention — it was filtering for MQL-grade quality among the high volume.
September was the playbook month. We concentrated Google Ads spend on the keyword cluster that proved itself in July ("software testing companies," "penetration testing services," "mobile application testing") and ran LinkedIn at full enterprise BOFU intensity. 62 Google leads landed at ₹2,943 CPL — the lowest of the program. LinkedIn added 15 leads at ₹3,200 CPL — also a LinkedIn low for the year.
Two things compounded. First, July+August had taught us which keywords actually generated MQLs — not just leads. Second, LinkedIn case study creative finally got the persona/message fit right, dropping CPL to ₹3,200 while pushing CTR to 0.38%. Together, September delivered 62 combined leads with 18 MQLs — the strongest month of the program.
Star insight: The keyword concentration playbook in September became the template for the rest of the program. When you bid only on the keywords that have already proven they convert to MQL, you don't pay to learn the same lesson twice.
October scaled spend to ₹2.3L (the program's highest) to test ceiling capacity — yielding 30 leads at ₹7,620 CPL. We then tightened in November and December: stripped underperforming keywords, deepened bids on proven ones, and refined LinkedIn audiences. December re-established CPL discipline at ₹5,000 with 30 leads — proving that pulling back on volume often delivers better unit economics.
The October scale-test was the most important data point of Q4. Not because it worked perfectly — but because it showed exactly where the CPL ceiling was. November and December operated under that ceiling, and that discipline carried into Q1 2025.
Star insight: Q4 was where the program shifted from "more leads" to "better leads." MQL rate climbed to 36% — the highest of the program — because every keyword had earned its place in the spend allocation.
By Q1 2025, the LinkedIn creative iteration paid off. January CTR hit 0.82% — more than 2.3× the July baseline of 0.36%. February held the lift at 0.80%. We pushed Google to ₹2.5L spend in January and ₹2.4L in February — driving 60,000+ Google impressions and 35–40 monthly leads. February closed the program with 40 leads, 12 MQLs, and the strongest LinkedIn quarter of the entire year.
The LinkedIn breakout in Q1 2025 wasn't a single change — it was the cumulative effect of 6 months of creative iteration, audience refinement, and case-study positioning. Once LinkedIn CTR cleared 0.8%, the channel finally started competing with Google on engagement quality. With Google scaling and LinkedIn converting, the engine was firing on both cylinders.
Star insight: LinkedIn breakouts compound. The 0.36% → 0.82% trajectory wasn't a step change — it was creative iteration over 6 months. The case study positioning around Flipkart and PhonePe finally found product-message fit with enterprise CTOs.
The Results
Jul 2024–Feb 2025
~33% Conv. Rate
~$20.5K USD
From 277 leads to 92 high-intent MQLs, an 8.38% peak Google CTR, a 2.3× LinkedIn CTR lift, a program-low ₹2,943 CPL in September, and a 36% Q4 MQL rate — all delivered with disciplined keyword focus and creative iteration.
Performance Breakdown
How a phased, dual-channel engine turned a crowded category auction into a predictable enterprise MQL pipeline.
Top Converting Keywords & Enterprise Case Studies
The highest-intent keywords that drove the MQLs — and the enterprise case studies that converted them on LinkedIn:
What Made It Work
The strategic lessons behind a repeatable, dual-channel paid engine for B2B services.
Google for volume, LinkedIn for quality — not interchangeable
Google Ads delivered the volume and the efficient CPL; LinkedIn delivered the enterprise-grade MQLs through case-study positioning. Treating them as two halves of one engine — not competing channels — is what made the program work.
Keyword concentration beats keyword expansion
September's program-low ₹2,943 CPL came from concentrating spend on five proven commercial-intent keywords — not expanding to a hundred unproven ones. In a crowded auction, bidding deeper on what works beats bidding wider on what might.
Case study creative is the LinkedIn unlock
The Flipkart and PhonePe case study creative was what finally pushed LinkedIn CTR from 0.36% to 0.82%. Enterprise CTOs and VPs Engineering trust named, proven outcomes — and case studies are the most efficient way to deliver that signal at scale.
Quality compounds in Q4 and beyond
Q4 2024 hit the highest MQL conversion rate (36%) of the program — because every keyword and creative had earned its place. The discipline carried into Q1 2025, where the LinkedIn breakout finally arrived and Google scaled back to 8%+ CTR.
The Final Outcome
Moolya exited February 2025 with a repeatable, dual-channel paid acquisition engine — 277 leads, 92 MQLs, an 8.38% Google peak, and a LinkedIn CTR that more than doubled over the program. The marketing engine is now predictable, scalable, and ready for the next quarter of expansion. Here's where the program is headed next.
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