B2B SaaS — Google Ads / PPC
+312% increase in qualified leads
A rebuild of a stalled Google Ads account turned a flat lead pipeline into the client's #1 acquisition channel in under two quarters.
+312%
Qualified leads
−41%
Cost per qualified lead
68%
Sales-accepted lead rate
The challenge
The client had been running Google Ads for 18 months with a generalist agency. Spend had crept up, but lead volume was flat and sales complained most leads weren't sales-ready.
The strategy
- Full account rebuild around high-intent commercial keywords only
- Offline conversion import so Google could optimise toward closed deals, not just form fills
- New landing pages matched 1:1 to ad groups instead of one generic page
- Budget-qualifying question added to the lead form to filter low-intent traffic
“We went from dreading the monthly ads review to using it as our pipeline forecast. This is the first agency that's actually spoken to our sales numbers, not just clicks.”
Marketing Director — B2B SaaS company
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