B2B Services · B2B services firm
Cut cost per lead by 61% for a B2B services firm
Search account was bidding against itself and paying for unqualified traffic. Restructured by intent, added a qualifying form step, and fixed offline conversion import.
Lower cost per lead
More qualified leads
To break even
Snapshot
- Client
- B2B services firm
- Industry
- B2B Services
- Engagement
- 4 months
- Services
- Google Ads, Funnels & CRO
01—The challenge
Leads were cheap and useless. Sales were closing under 3% of what marketing delivered, and the two teams had stopped trusting each other's numbers. Broad match campaigns were competing with exact match on the same terms.
02—The strategy
Optimise for qualified pipeline, not form fills. That meant getting CRM outcomes back into Google Ads so the bidding algorithm could learn from revenue instead of from a thank-you page.
03—The execution
Restructured campaigns by search intent, built a negative keyword framework from 12 months of query data, and added a two-question qualifier before the form. Wired offline conversion import from the CRM so closed-won deals fed back into smart bidding.
04—The results
Cost per lead fell 61% while lead volume held. Qualified leads — the ones sales accepted — rose 2.8x. The engagement paid for itself in 18 days.
“We'd been through two agencies. The difference here is that every report explains a decision, not an activity. I always know why the budget moved.”
Marketing Head
Head of Marketing · B2B services firm
Next step
Let's find out where your budget is leaking.
A 30-minute call. I'll look at your account live and tell you the three things I'd change first — whether or not we work together.
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