Paid social's share of ANZ pipeline more than doubled.
The situation
PagerDuty's internal team focused on global marketing. They needed a partner to run paid social for the ANZ region: someone who could take the global strategy and localise it properly, adapting campaigns, creative, and targeting for the local market. They also needed a team that could move fast and operate as part of their own.
What we did
We're embedded in PagerDuty's business and run paid social for the ANZ region: strategy, execution, creative testing, audience development, and reporting.
Localised creative outperformed more generic approaches decisively: in test phases it produced approximately 98% of leads, at a significantly lower cost per lead. Refining audience targeting beyond standard approaches gave a 47% improvement in cost per lead. And we identified a new paid social channel and scaled it from near-zero to a meaningful pipeline contributor.
The real value is in the end-to-end data. We map performance across audiences, industries, content, and channels to work out where the pipeline is actually coming from. Those insights drive decisions, and they regularly feed back into the broader business.
Tagging works as a partnership: we build the tracking for the local campaigns we run, and PagerDuty's own team reviews and applies it into their global setup.
The results
Despite B2B CPMs rising consistently throughout 2025, paid social's share of total ANZ pipeline more than doubled and MQLs tripled.
The 3WH team is a natural extension of ours. While we focus on global efforts, 3WH is able to absorb our global strategy and help us localize for the APAC market. They are keen partners invested in our success and move with agility. We love working with a team that has the level of expertise, gumption, creativity, and care.— Kim, PagerDuty
3WH has been an invaluable extension of our team in the region. They've supported us across campaigns, events, landing pages, and ads — helping us get things live quickly without endless back-and-forth. Isaac and the team don't just execute briefs, they take real ownership and reduce our workload. Responsive, dependable, and genuinely invested in the outcome.— Divya, PagerDuty
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