90 Days Scale 2.4x Qualified Leads of Arbor with GDT Facebook Agency Account
Scaling Facebook Ads for a sustainability-focused SaaS often came with serious challenges, which made their growth unpredictable. And Arbor - a B2B SaaS platform is not an exempt. They are also struggling with Facebook problems when scaling, like spending limits, unstable ad accounts, resulting in inconsistent lead volume til the day they cooperated with GDT Agency. Let’s explore how GDT Agency helped Arbor scale 2.4x qualified leads in 90 days using a high-trust Facebook agency ad account, while keeping campaigns compliant and fully active.
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About Arbor
Arbor began as a shared vision between four founders, starting in a basement with one clear goal: to make sustainability simple and practical for businesses.
As they evolved into a global SaaS platform, Arbor has collaborated with industry leaders to pioneer effective climate strategies. This growth has led to increased demand across multiple regions, solidifying their position as a trusted partner in the space.
"Arbor" typically refers to Arbor (arbor.eco), a specialized carbon accounting and sustainability platform that is designed to help product-based companies measure and reduce their environmental impact through data-driven insights.
Arbor’s Features:
Arbor focuses on Product Carbon Footprinting (PCF) targeting on audience as ESG leaders, sustainability managers, and operations teams in North America, Europe, Australian market.
Unlike traditional platforms that only look at a company’s overhead (office electricity, travel), Arbor drills down into the actual items being sold.
Life Cycle Assessment (LCA): It automates the calculation of emissions from cradle to grave, which covers raw materials, manufacturing, transport, use, and disposal.
Scope 1, 2, and 3: It tracks direct emissions (Scope 1 & 2) and, most importantly, the complex supply chain emissions (Scope 3), which usually make up the bulk of a company's footprint.
Hotspot Analysis: This feature pinpoints exactly which material, supplier, or shipping route is contributing the most to a product's carbon intensity.
Despite fast growth, Arbor maintained a strong internal culture built around its original mission. That clarity and passion played an important role in how the company approached marketing and scaling.
The Challenge Before Working With GDT Agency
To support their growth, Arbor chose Facebook Ads as a primary lead acquisition channel at first. However, before partnering with GDT Agency, Arbor faced recurring issues when running Facebook Ads at scale:
Ad accounts hit spending limits early without a clear warning
Sustainability-related messaging triggered longer review times
Lead volume dropped significantly whenever budgets increased
Account instability caused frequent campaign resets
Lost pixel data and audience insights with every restart
Alex Todorovic, CEO & Co-founder of Arbor, shared with us that these problems made it difficult for the marketing team to forecast the pipeline and support sales growth.
The passion and mission that drove Arbor's team forward were being blocked by infrastructure problems they couldn't solve internally.
Why Facebook Ads Are Challenging for Sustainability SaaS?
You can imagine Facebook is a Dinner Party, where people are relaxing and chatting with friends. However, Arbor’s software is a Complex Business Contract. Trying to sell Arbor on Facebook is difficult because you are bringing a serious business meeting to a casual party.
Based on GDT Agency's experience managing thousands of international ad accounts, sustainability and ESG SaaS brands face higher friction on Facebook Ads due to:
Strict Review of Impact-related Messaging:
Governments are now very strict about environmental claims. In 2026, regulations like the EU Green Claims Directive have made "green" marketing legally risky.
Ads Rejected:
Environmental and climate claims are heavily scrutinized by Facebook's compliance systems, even when they're accurate and well-documented.
Meta’s automated systems are increasingly aggressive at flagging ads that make environmental claims (like "carbon neutral" or "sustainable") without immediate, verifiable proof.
If your ad days "Make your products eco-friendly," Facebook’s AI might flag or ban it to prevent "greenwashing" (making false environmental claims).
High Burden of Proof:
For a SaaS like Arbor, you can't just say "Reduce your footprint." You have to use precise, substantiated language to avoid being flagged for greenwashing, which can make ad copy feel dry or your ads not perform well on a visual platform like Facebook.
Lead-generation Funnels Requiring Higher Trust:
Facebook ads work best for things you can buy in 30 seconds (like a cool gadget or a t-shirt) while B2B SaaS funnels with longer sales cycles (6-12 months). Therefore, B2B SaaS faces more thorough reviews compared to direct-purchase eCommerce.
Besides, the sustainability SaaS, like Arbor, often costs thousands of dollars and requires approval from the CEO, the Finance team, and the Legal team. No one will click a Facebook ad and spend $20,000 on software immediately.
I have seen many SaaS companies fail by pushing a "Book a Demo" CTA to a cold audience. On Facebook, you often have to run 3 to 4 separate ad stages (Educational Video -> Whitepaper -> Case Study -> Demo) before a user is ready to talk.
Global Targeting and New Ad Account Problems:
Currently, global targeting increases policy complexity. Campaigns running across North America, Europe, and Australia must comply with multiple regional advertising standards simultaneously.
Besides, the problems with new ad accounts that lack historical trust: Without established track records, accounts struggle to scale spend without triggering automated restrictions.
High Competition and Ad Fatigue
If you scroll through Facebook today, you will see that every brand uses leaves, the planet Earth, and the color green for their ads.
Decision-makers will be spammed with ads for "All-in-one ESG platforms." It’s hard to make a software dashboard look as exciting as a viral video or a beautiful travel photo.
However, standing out requires high-production video or unique data insights, which increases the cost of creative development.
What We Do To Help Arbor Boost Qualified Leads in 90 Days?
Alex told us that after consistently getting limitations with the account, like hitting spending limits or long ad review times, he realized that without a strong advertising foundation, even high-performing campaigns are vulnerable to disruption. That's why they found us.
After gathering clear information about Arbor, GDT Agency approached Arbor's growth in 3 clear periods, focusing on stability first, then scale.
Period 1: Account Stability and Compliance (Days 1-30)
In the first 30 days, we focused on building a safe foundation that would support long-term growth.
What We Do:
First of all, we migrated Arbor to a high-trust Facebook agency account to help Arbor's unlimited spending limits from day one (no slow warm-up period), better account stability, faster approval times, and lower risk of sudden restrictions.
After switching to the Facebook agency account, we continued to support and advise Arbor to:
Conducted a comprehensive audit of ad copy, landing pages, and lead forms.
Adjusted messaging to focus on platform capabilities rather than guaranteed outcomes.
Repositioned sustainability claims within compliance guidelines.
Launched campaigns with conservative budgets to build account trust ($800/day starting spend)
Monitored account health metrics daily (feedback score, ad relevance diagnostics).
Set up 3 core campaign structures, testing different audience segments
A/B tested 8 ad variations focusing on business outcomes vs. environmental impact
Key Metrics - Day 30: Foundation Ready for Controlled Scaling
Period 2: Controlled Scaling (Days 31-60)
Once account stability was confirmed, scaling began using a gradual, data-driven approach.
What We Do:
Increased budget by 25% weekly (Week 5: $1,190/day, Week 6: $1,488/day, Week 7: $1,860/day).
Horizontal scaling: expanded from 3 to 7 campaign structures.
Tested 5 new audience segments across different regions.
Launched retargeting campaigns for website visitors and video viewers.
Continuous monitoring of account health and feedback scores.
A/B tested 12 new ad creatives based on Phase 1 learnings.
Optimized landing pages based on heatmap data.
Regular bi-weekly calls with Arbor's team on lead quality feedback.
Paused underperforming ad sets (anything above $280 CPL).
Scaled the top 3 performing campaigns by duplicating successful ad sets.
Key Metric - Day 60: Account Momentum Building Toward Period 3
Period 3: Optimization and Predictable Growth (Days 61-90)
The final period is the time we focused on efficiency and lead quality to maximize ROI.
What We Do:
Optimized creative rotation based on demo-to-customer conversion data
Refined lead forms: reduced from 7 fields to 5 fields (company size + role only)
Reallocated 40% of the budget toward North America (the highest conversion market)
Scaled top-performing campaigns to $2,100/day without triggering limits
Implemented 3-tier retargeting sequences: Tier 1: Website visitors (last 7 days), Tier 2: Video viewers 75%+ (last 14 days), Tier 3: Lead form openers who didn't submit (last 30 days)
Launched lookalike audiences based on demo attendees (1%, 2%, 3%)
Paused 4 underperforming audience segments
Introduced seasonal messaging aligned with Q4 sustainability planning cycles
Added social proof elements (customer logos, case study snippets) to top ads
Set up automated rules for budget pacing and cost control
Key Metric - Day 90: Predictable Pipeline Established for Continued Scaling
Results After 90 Days
At the end of the 90-day period, Arbor achieved:
2.4x increase in qualified leads (from baseline to Day 90)
31% reduction in cost per qualified lead
Zero Facebook ad account shutdowns across the entire period
Stable daily spend above $1,800 without hitting limits
Higher demo show-up rates and improved sales alignment
Predictable pipeline that the team could rely on for forecasting
Facebook Ads transformed from a risk factor into a predictable lead source that supported Arbor's mission to help more companies with their climate strategies.
More importantly, Arbor's team could focus on what they do best: having meaningful conversations with companies ready to take climate action, rather than worrying about disabled ad accounts.
Final Thoughts
Arbor's success over these 90 days came from a clear mission, a passionate team, and a disciplined growth approach.
The team that started in a basement with a dream of making sustainability accessible to businesses now has a scalable system to reach the companies that need their platform most.
GDT Agency helped turn Facebook Ads into a stable, scalable channel that supported Arbor's long-term vision instead of disrupting it.
Disclaimer: Results mentioned in this case study are specific to Arbor and their market conditions during the 90-day period. Individual results will vary based on product, offer, market, execution, and timing. GDT Agency does not guarantee specific outcomes.
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