B2B SaaS Service — Scalable Lead Generation with Google Ads
A U.S. SaaS platform that doubled lead-to-opportunity conversion and achieved 4.2x ROI with optimized Google Ads.
Background & Challenges
A U.S.-based SaaS provider offering project management and CRM solutions approached us with a clear problem: their Google Ads campaigns weren’t delivering qualified B2B leads.
While they were generating trial sign-ups, most of these users never converted into paying customers. Their issues included:
High CPL (over $180) that wasn’t sustainable for long-term growth.
Unqualified trial sign-ups — students, freelancers, and micro-teams outside the ICP.
No visibility on SQLs or opportunities — campaigns were optimized on clicks and trials, not on actual sales.
Generic targeting — keywords like “CRM software” and “project management tools” burned budget on irrelevant traffic.
The challenge: shift from vanity metrics (sign-ups) to qualified SQLs and opportunities while reducing acquisition costs.
Tasks
We set the following objectives:
Conduct a full account audit to eliminate wasted spend.
Build industry-specific campaigns (IT, construction, agencies, finance).
Create vertical landing pages with tailored messaging and proof points.
Integrate GA4 + HubSpot to track SQLs and opportunities.
Launch remarketing funnels for trials and demo visitors.
Achieve at least 3x ROI within 6 months.
What We Did
Campaign Restructuring
We completely restructured the account:
Paused broad keywords and built long-tail campaigns by industry:
“CRM for construction companies”, “Project management for creative agencies”, “CRM for financial advisors”.
Tailored ad copy spoke directly to pain points of each sector.
This improved Quality Scores, reduced CPCs, and cut irrelevant clicks by over 45%.
Vertical Landing Pages
We designed dedicated pages per industry vertical:
Construction CRM page emphasized job scheduling, resource tracking, and mobile access.
Agency PM page focused on collaboration, timelines, and reporting dashboards.
Each page included case studies, testimonials, and demo CTAs.
A/B testing showed a +34% lift in conversion rate compared to generic pages.
CRM & Analytics Integration
We connected GA4 with HubSpot CRM, allowing us to:
Track which keywords and campaigns generated SQLs, not just sign-ups.
Attribute pipeline revenue back to ad spend.
Optimize campaigns toward opportunity creation instead of vanity metrics.
Remarketing & Lead Nurturing
We built a multi-stage remarketing funnel:
Free trial users → nudged with ads to book a demo.
Demo page visitors → retargeted with customer success stories and ROI calculators.
Past clients → cross-sell and upsell campaigns.
Remarketing campaigns promoted webinars, industry reports, and customer video testimonials — helping to nurture colder leads into SQLs.
Smart Bidding & Budget Allocation
Switched to Maximize Conversions with Target CPA for early campaigns, later moving to Target ROAS once enough SQL data was collected.
Reallocated budget toward verticals with the highest opportunity-to-close rate.
This approach allowed us to scale without ballooning CPL.
Results
Within 6 months, we delivered measurable growth:
SQLs increased by 92% compared to the previous period.
CPL dropped by 41% (from ~$180 → ~$106).
Lead-to-opportunity conversion improved from 9% → 18%.
Remarketing generated 27% of all demo bookings.
CTR improved from 2.5% → 5.8% thanks to more relevant ad copy.
Average CPC decreased by 29%, improving cost efficiency.
Overall ROI reached 4.2x, exceeding the original 3x goal.
The client moved from chasing low-quality sign-ups to running a scalable pipeline growth engine, directly tied to sales outcomes.
Why It Worked
This case succeeded because we:
Shifted focus from generic sign-ups → SQLs and revenue opportunities.
Built vertical-specific campaigns with tailored messaging.
Deployed industry landing pages that spoke the customer’s language.
Connected ads with CRM analytics, enabling true revenue attribution.
Nurtured leads with remarketing and content funnels.
In short: Google Ads became a reliable, scalable lead generation channel for B2B growth.
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