True Terpenes Partners with HawkSEM to Boost Lead Quality While Slashing Cost Per Lead by Over 200%

Terpene Supplier & Solutions Platform

About True Terpenes

As a next-generation flavor house with an innovative terpene solutions platform, True Terpenes creates incredible sensory experiences. By leveraging science-based research and sensory analysis, they create flavors and aromas that enhance the user experience. True Terpene’s True Grade Quality platform is built on a foundation of third-party certifications and internal

The Goal

True Terpenes came to us with goals of wanting to drive revenue and achieve a 2-2.5X return on ad spend (ROAS). They also wanted to drive more B2B leads to generate wholesale partnerships.

The Challenge:

True Terpenes was experiencing a lack of wholesale customers as well as a high cost per lead each time they attempted to drive wholesale leads. They considered LinkedIn, but never made the leap there.

The Results

214%

Lowered the overall average cost per SQL by 214%

49%

Helped lower the average search campaign cost per SQL by 49%

Improved overall

SQL

quality

The Solution

We helped True Terpenes develop a wholesale landing page. From there, we then placed that into a Demand Gen campaign with lookalike and competitor targeting, which drove quality leads with a much improved CPL.

Created a landing page for wholesale orders

Ran Demand Gen campaigns using lookalike and competitor targeting

Improved lead quality through strategic paid search ads

The Impact

In spring 2025, we tested a search campaign targeting MQLs as opposed to sales, which had been our sole focus in the past. But after launching Demand Gen in late June, CPL began to come down more drastically, from an average of $1,015 to $474 when looking at account-wide CPL. When looking at the Demand Gen campaign specifically, October CPL was $115 (compared to industry averages of $106). Not only did cost-per-MQL come down for True Terpenes, but they also reported an increase in the quality of leads they were receiving.