How JustPaid.ai Turned AI Curiosity Into a Surge of Qualified Sales Meetings

Overview

JustPaid.ai is a software and services company built to solve one of the messiest back-office challenges in B2B: managing complex invoicing. Their AI-powered platform analyzes contracts and CRM records to automatically generate accurate, audit-ready invoices—perfect for companies handling layered pricing models, recurring billing with custom terms, or high-volume B2B contracts.

But before working with SweepLift, JustPaid was struggling to gain traction with their core audience:
finance and accounting leaders at B2B companies dealing with time-consuming, error-prone invoicing processes.

The Challenge

JustPaid’s initial positioning focused on speed—“make invoicing faster with AI.” But this message didn’t resonate. For most finance leaders, speed isn’t the core issue. If a process is already built into NetSuite, QuickBooks, or another platform, sending an invoice is fast enough.

What they really wanted to know was:
Can we eliminate manual invoicing entirely? Can AI help us get paid faster with fewer errors and less effort?

At the same time, JustPaid’s cold outreach and paid advertising campaigns weren’t converting. They weren’t generating meetings—so they weren’t getting feedback, learning about buyer needs, or building pipeline.

That’s when they brought in SweepLift.

The Strategy

SweepLift knew the solution wasn’t about pushing harder—it was about reframing the offer. We built a campaign that didn’t lead with product features, but with subject matter value:

“Learn how AI is transforming invoice management—and how your finance team can collect more revenue, faster, with fewer errors.”

This approach turned curiosity into action.

What We Did

• Targeted the right audience: Finance and accounting leaders at mid-to-large B2B companies with complex invoicing workflows.

• Tested 10 ad messages: Each explored a different reason to take a meeting—ranging from revenue acceleration to operational efficiency.

• Built a qualification and education funnel:

  • Leads who clicked an ad or email were sent to a short survey.

  • They were pre-qualified based on company size, role, and invoicing needs.

  • They were pre-educated with a short video explaining the business case for invoice automation with AI.

  • They answered discovery questions, giving JustPaid’s sales team insight before the meeting even started.

• Offered a $150 Amazon gift card as a thank-you for participating in the 30-minute learning session.

Important Note

While JustPaid’s product is AI-powered, the campaign itself did not use AI in its execution. Instead, we leveraged the audience’s curiosity about AI to position the meeting as a valuable, expert-led learning experience.

The Results

• 5+ qualified meetings booked per day, each business day

• ~$250/day in ad spend driving a steady stream of opportunities

• Better, smarter meetings: Each conversation started further down the funnel thanks to the discovery process

• Consistent pipeline generation—the most successful lead gen campaign JustPaid had ever launched

Why It Worked

By shifting the message from “we make invoicing faster” to “here’s how AI can transform your billing operations,” the campaign tapped directly into what finance leaders care about: accuracy, automation, and cash flow improvement.

JustPaid wasn’t just getting meetings—they were gaining market insight, accelerating deal cycles, and refining their positioning with every conversation.

Takeaway

If your solution is complex or unfamiliar, trying to sell it directly may not work. Instead, sell the conversation. Educate. Qualify. Create value before the meeting—and watch your pipeline grow.