iSoftpull provides credit reporting software and API solutions to mortgage lenders and finance companies. We have worked with them since 2017, back when the company was called American Credit Systems; today we run their advertising, product analytics and CRM, and connecting Meta and Google Ads to product-usage data cut the cost per qualified lead by 87%.
B2B credit & data, United States · 2017 → today · Advertising · Product analytics · CRM
The situation
iSoftpull provides credit reporting software and API solutions to mortgage lenders and finance companies. They were generating traffic, but a qualified demo cost over $205, and nobody could see what happened after the click. The product onboarding flow was not tracked, so the ad platforms optimised for clicks instead of users.
What we did
Implemented granular product analytics: the full journey from first ad impression to the specific actions taken during onboarding.
Connected Meta and Google Ads directly to that product usage data, training the algorithms to find users who engage with the software, not just fill a form.
Audited the campaigns, cut spend on low-intent audiences, refocused the budget on high-value B2B decision-makers.
What moved
Comparing late 2024 to early 2026, cost per qualified lead fell 87 percent, from $205.41 to $25.84, while volume scaled to 88 qualified website leads in January alone.
And since
Since 2017 the engagement has grown past advertising: we run iSoftpull's CRM end to end and act as their API integration partner, wiring client web forms straight into the iSoftpull API.
One of Goodish's standout qualities is its extensive knowledge of various technologies available in the market. Many businesses face the challenge of navigating numerous tools and subscriptions without a clear understanding of their impact. Goodish helped us to overcome this hurdle by offering valuable insights and recommending the most effective tools for our specific requirements. This expertise enables us to make informed decisions, optimize costs, and maximize the value of our technology investments.
Dan Daniel, President & Founder, iSoftpull
What does the work with iSoftpull include?
More than ads. As our earlier write-up of this engagement describes, it covers web analytics (Google Analytics and PostHog, connected to Zoho CRM), product analytics in Mixpanel with Appcues guiding new users through onboarding, marketing automations run from the CRM, Google and Facebook advertising, and the website’s layout and design.
Why did the cost per lead fall so far?
Because the ad platforms started learning from the right signal. Once product usage flowed back into Meta and Google Ads, bidding favoured people who actually used the software instead of people who only filled in a form, and the budget moved away from low-intent audiences.
How did the partnership start?
iSoftpull’s founders spent more than ten years in credit reporting and kept seeing the same problem: businesses wasting time and money chasing leads that were never going to qualify, so they built an easier way to pre-qualify clients. Dan Daniel, iSoftpull’s president, first met Goodish’s founder Franci in 2017, when the company was still called American Credit Systems (ACS).
What did we do when it was still American Credit Systems?
While bootstrapping, ACS launched a new product, Soft Pull, and needed as many qualified leads as a limited budget could buy. It was an entirely new kind of product that had to be explained to people who had never seen one, its flexible pricing attracted very different audiences, and not every applicant could be accepted, because running credit checks comes with legal requirements.
We built the funnel end to end: advanced analytics first, then brand messaging and acquisition channels tested against each other; search ads, SEO and social campaigns combined and optimised for customer acquisition cost; and automated, personalised email triggers and SMS campaigns following up every lead. The company grew sustainably on that limited budget, with lower acquisition cost, better conversion rates and a healthy ratio of customer lifetime value to acquisition cost. That groundwork is what the work on iSoftpull builds on today.
What else is part of the work?
Bing ads alongside Google and Meta, email marketing, landing pages, and automated appointment booking with the sales team. For iSoftpull’s own customers we set up accounts, connect APIs and integrate the pre-qualification forms into their websites, so iSoftpull plugs into the CRM and email tools they already use.
B2B credit & data, United States · 2017 → today · Advertising · Product analytics · CRM