Helixforge — Cost per lead cut from $180 to $62

The challenge

Helixforge could deliver $50,000-plus product engineering projects. Their site did not look like it. Forty services on one page, case studies buried in a PDF, and a Google Ads account sending traffic to the homepage.

Inbound was almost entirely referral. When they tried ads, the leads were price shoppers for five-page brochure sites. Developers were doing outbound between sprints, then dropping the thread.

Our approach

We killed the 40-item menu. Three offers: product engineering, staff augmentation for later-stage teams, and a focused AI development practice. Each got a page that ranked and a landing page for paid.

Ads rebuilt around those three intents, with negative keywords that dropped the cheap work. Conversion tracking connected form fills to HubSpot so we could see which campaigns produced actual opportunities.

Outbound ran in parallel: ICP of US and UK CTOs at 20–200 person companies, sequences that referenced recent hiring or funding, appointment setting into the founders' calendars.