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B2B SaaS App · App Install + Lead Gen · 6 Years

From $30K to $600K MRR. Churn under 1.5%. Six years building the same system.

The founder hit break-even in 2020. He was also the one running the ads, and it wasn't working. Six years later: $600K MRR, churn under 1.5%, LTV/CAC of 15 to 17x, and a growth system the founder no longer has to touch.

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$30K → $600K
MRR (20x in six years)
< 1.5%
Churn rate
15–17x
LTV / CAC ratio
80%+
Leads from paid traffic
6 years
and counting

Section 1 · The Problem

OnSafety is a B2B SaaS platform for safety engineers, compliance officers, and construction managers. Workplace safety isn't a soft category. A missed protocol costs lives, not just money. The product solves a real, painful, daily problem.

In 2020, OnSafety had just hit break-even. No budget to spare. Renan Cerato, the founder and software engineer, was doing everything: building the product, talking to customers, closing deals, and managing ad campaigns he didn't fully understand.

The math on Renan running the ads in-house wasn't only about wasted spend. It was about everything that wasn't getting built while he stared at Meta's ad manager. Engineering ownership in dilution. Customer conversations falling behind. A founder doing four jobs instead of one.

He came to Loocro in 2020. Loocro was, at that point, just Paulo. No team yet. Two founders trying to fix two different problems with the same handshake.

Section 2 · The Diagnosis

When we looked at the account, three things were immediately visible.

01The campaigns weren't wrong. They were uncoordinated.

Renan had set up sensible structure with sensible bids, but there was no system: no separation between app install and lead generation logic, no rule for when to scale a winner, no rule for when to cut a loser. The decisions weren't bad. There just weren't enough of them.

02The buyer wasn't one persona. It was three.

Safety engineers needed technical depth. Compliance officers needed regulatory clarity. Construction managers needed operational ROI. Running the same creative against all three was wasting budget on impressions that didn't match the message.

03Acquisition cost was acceptable. Retention was the multiplier.

B2B SaaS lives or dies on LTV / CAC. We saw early signals that OnSafety's product retention was unusually strong, which meant the unit economics could absorb a higher CAC than most agencies would advise, in exchange for higher quality leads that converted at higher contract values.

The diagnosis wasn't "spend less." It was "build a system the founder doesn't have to operate."

Section 3 · What Changed

We rebuilt the growth engine around two parallel campaign types.

App install campaigns.

Targeting safety engineers, construction managers, and compliance officers who would try the product directly. Not downloads for vanity metrics. Downloads from people who matched the buyer profile and had a real problem to solve.

Lead generation campaigns.

Capturing decision-makers who needed a more guided path: landing pages, forms, content offers. Every form fill got a call. Every install got a call. The sales team talked to almost everyone.

We layered a content strategy alongside the paid: educational material on compliance, daily operational pain, legal liability. Paid traffic found the audience. Content turned attention into intent. Sales closed the loop.

Most importantly, we built the reporting layer that let Renan stop running the ads. Weekly review of cost per qualified lead by source, LTV / CAC by acquisition cohort, and pipeline contribution by channel. The founder went from operating the account daily to reading a one-page summary on Monday.

This wasn't built overnight. Over six years, every quarter sharpened it: tighter audiences, better creative, cleaner alignment between what the campaigns attracted and what the sales team could close.

Section 4 · The Metrics

Metric2020 (start)2026 (today)
MRR$30,000$600,000
MRR growthbaseline20x in 6 years
Churn ratenot measured systematically< 1.5%
LTV / CAC ratiounclear15–17x
Leads from paid traffic< 30% (estimate)80%+
Founder time on adsfull-timenear zero

Read the table this way: A 20x MRR growth in six years is a result. A churn rate under 1.5% in B2B SaaS is product validation. An LTV / CAC ratio of 15 to 17x means the unit economics are genuinely healthy. All three sustained for six years, with the founder out of the operator seat, means the system holds without him.

Section 5 · The Business Impact

OnSafety didn't just scale revenue. It scaled the founder's options.

When MRR is $30K and the founder runs the ads, every decision is reactive. When MRR is $600K and the growth system runs without daily founder input, the founder can hire engineering, open new product lines, evaluate acquisition offers, take a vacation, sleep.

The deepest change isn't in the dashboard. It's in what the founder gets to do with his week. That's the metric Renan cites first when asked why the partnership lasted six years.

In 2020, we just hit our break-even point. I did everything back then. I managed all the campaigns myself, even not knowing how to do it well.

At some point we realized: marketing is not our core business. We need to let this kind of service go to someone with more expertise. So we found Loocro.

Why have we kept working together for six years? Because you deliver. The campaigns are always well built and well managed. We spend exactly what we need. Not too much, not too little. We can grow at the speed we're ready for.

Absolutely recommend Loocro to other founders. Let them manage the spend so you don't waste money trying things you don't know. Like I did in the beginning.

Renan Cerato Renan Cerato CEO @ OnSafety
Questions founders ask about this case

FAQ

Is this kind of growth replicable, or was OnSafety an outlier?
Both, honestly. The product retention (churn under 1.5%) is unusually strong and a meaningful share of the LTV / CAC ratio. That part is product, not media. What's replicable is the system around it: parallel campaigns matched to buyer personas, content layered alongside paid, weekly reporting on LTV / CAC by cohort rather than on CPL alone. Strong products grow faster with the right system. Weak products burn cash with any system.
How long until a B2B SaaS sees this kind of compounding?
First qualified leads, weeks 2-4. Stable monthly pipeline, months 3-6. The LTV / CAC ratio stabilizes once enough cohorts have been observed (typically 9-12 months). The compounding effect that pushed OnSafety from $30K to $600K MRR happened over six years, not six months.
80% of leads from paid traffic seems high. What about organic, referral, content?
Content runs alongside paid, but the lift in OnSafety's case came from paid distribution amplifying the content, not from organic alone. Referral and organic together make up the remaining ~20%. The honest answer is that for a B2B SaaS in a category where buyers don't search until they have a fire, paid is the dominant channel and content is the conversion layer.
How involved does the founder need to be after the system is built?
Renan reviews a one-page weekly summary and joins a monthly strategy call. That's it. The job of the system is to absorb operating complexity so the founder can return to building product and closing strategic deals.
What would have happened if Renan kept running the ads himself?
Hard to say with precision. What's certain is that he wouldn't have been doing the engineering, product, and sales work that grew the business in parallel. The opportunity cost of a founder running ads is almost always larger than the agency fee.
Running a B2B SaaS where the founder is still the ad operator?

Book a 30-minute diagnosis.

Thirty minutes. Bring whatever numbers you have. We'll look at your LTV / CAC, your acquisition channels, your pipeline composition, and where the founder's time is currently leaking into the marketing stack. You decide what to do with the information.