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Audit & Restructure
Ad groups rebuilt around transactional, navigational and informational intent, with negative keyword lists.
Case Study · B2B SaaS
A B2B software company was spending on Google Ads and getting one lead. Three months after a rebuild, cost per lead was down 95%.
Global · 3 months · Google Ads, Landing Pages
Before and after
challenge
A B2B SaaS company was running Google Ads with steady spend and almost no leads to show for it. One lead cost $317.
Keywords were not split by intent, Quality Scores were low because ads and landing pages did not match, bids were wasted on clicks that never converted, and conversion tracking was minimal.
What we did, in order.
Ad groups rebuilt around transactional, navigational and informational intent, with negative keyword lists.
Spend focused on bottom-of-funnel SaaS searches with bid adjustments toward converting terms.
Ad copy rewritten, landing pages matched to each ad group, and variations A/B tested.
Relevance and landing page experience improved, with optimisation shifted from clicks to lead quality.
result
Within three months the account produced 61 leads instead of 1, at $14.02 each instead of $317. Clicks nearly tripled and spend rose only where it was producing leads.
For a SaaS business, that is the difference between Google Ads being a cost and being a sales channel.
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