More Data, More Value • Enhanced Conversion Data Drives 62% More Lead Value
Results
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62% life in lead conversion value
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61% higher MQL-to-SQL conversion rate
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19% increase in First-Time Appointments (FTAs)
Solving to attribute revenue back to marketing efforts.
Paylocity, a leading HCM SaaS built to make work simpler, has been working with Monks since 2023. Since Paylocity serves brands from 35-person SMBs to teams of 25k employees, the value of each lead and time to sale varies greatly. They struggled to connect leads to their eventual business value, making it difficult to optimize campaigns for high-quality conversions. This hindered their ability to measure Google Ads’ revenue impact and confidently drive leads in every buyer segment without sacrificing quality. Paylocity partnered with Monks to solve this challenge and unlock the full value of their ad spend.
Monks' Victoria Lariar, SVP Search, and Paylocity's Maddy Cross, Director of Marketing,
spoke about the results of this work at Google's Think Leads event in 2025.
Unified ad and sales data led to smarter, value-based bidding.
To help Paylocity bridge the gap between the initial click and the business outcome they’re accountable to (first-time appointments with sales, FTAs), we helped upgrade the data integration with their CRM. Our team drove the strategic planning and technical implementation, using Enhanced Conversions for leads and Google Data Manager. This increased the number of match keys used (specifically Google click IDs or “GCLIDs,” email addresses, and phone numbers) and resolved data-formatting issues. These improvements made it possible to differentiate a high-quality lead from a low-quality one within the ads platform and lean into value-based bidding (VBB), bidding directly against SQLs to achieve more FTAs.
In partnership with
- Paylocity
Monks has helped us form a more complete picture of how our digital investment is impacting our pipeline, and optimizing our full-funnel campaigns to true, high-value business metrics. Our partnership with Monks ensures we're investing our marketing budget confidently and with clear accountability to business growth, which is critical to me as a leader.
Maddy Cross
Director of Marketing
Better data drove impressive business growth.
The improved data connections allowed Paylocity to recognize a greater proportion of its sales-qualified conversions in Google Ads. The brand saw a 62% lift in conversion value of leads from Google Ads, a 61% higher conversion rate from marketing qualified lead (MQL) to sales qualified lead (SQL), and a 19% gain in first-time appointments (FTA). For the first time, the brand could make better decisions about scaling ad spend, confident that a higher lead cost would drive more business value. This critical insight gave Paylocity a more complete picture of the funnel than they could get from other media investments.
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Google highlighted these results during the keynote presentation at Think Leads 2025.
