My work
Client Snapshot
This innovative B2B SaaS provider has established itself as a dedicated partner in the Strategy Execution and Business Transformation sector, leveraging a global digital footprint to serve enterprise clients across the US, UK, and Australia. Its comprehensive platform capabilities extend beyond standard project management to include specialized solutions such as Strategic Portfolio Management, Value Creation analysis, and data-driven Business Transformation frameworks.
The Challenge
Despite offering a leading platform for strategy execution and business transformation, this B2B SaaS company was struggling to gain traction through paid search. Their existing Google Ads account was inefficient, suffering from low click-through rates (CTR) and a negligible conversion volume.
In September, the account generated only a single conversion with a conversion rate of just 0.27%. The cost of acquisition was unsustainable, and the campaigns were failing to connect with high-intent decision-makers in the US, UK, and Australian markets. The client needed a complete overhaul to identify qualified traffic and turn ad spend into tangible pipeline growth.
My Solution
To reverse the trend, I implemented a surgical restructuring of the ad account, moving away from broad targeting to a precision-based approach.
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Campaign Architecture Overhaul: I deprecated the underperforming legacy setup and launched 4 new, highly segmented campaigns. This allowed for better budget control and messaging tailored specifically to different regions (US vs. UK/AU) and product verticals.
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Intensive Keyword Research: I conducted deep-dive research to identify high-value commercial terms like "business transformation platform" and "strategy execution software," ensuring we were bidding on terms with clear purchase intent rather than just informational interest.
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Negative Keyword Strategy: To combat wasted spend, I applied an aggressive negative keyword strategy. This filtered out irrelevant traffic and refined the audience, ensuring that every dollar spent was directed toward potential software buyers.
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Granular Ad Groups: By tightening the relationship between keywords and ad copy, we improved relevance scores, which directly contributed to higher visibility and lower costs.
The Results
The impact of the October restructure was immediate and transformative. By pivoting to a high-intent strategy, we didn't just increase traffic—we drastically improved its quality.
1. Skyrocketing Conversion Volume
The most significant win was the explosion in lead volume. Conversions leaped from 1 in September to 40 in October, representing a staggering 3,853% increase.
2. Industry-Beating Engagement
Our focus on relevance paid off. The Search Click-Through Rate (CTR) climbed to 12.7%, more than double the B2B SaaS industry benchmark of ~5%. This indicates that our new ad copy and keyword selection resonated perfectly with the target audience.
3. Enhanced Efficiency
We achieved these results while actually spending less. Total spend was reduced by 11.5% (down to $3,226), proving that we didn't need a bigger budget to get better results—just a smarter one.
4. Conversion Rate & CPA
The conversion rate saw a massive correction, jumping from 0.27% to 5.73%, significantly outperforming the industry average of 2.40%. This efficiency drove the Cost Per Conversion down to a healthy $81.61, validating the profitability of the new campaign structure.
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