2B Lead Generation
The client is active in the B2B financial SaaS sector with an international presence but a clear focus on the US market. The objective was to improve Google Ads performance by consolidating campaigns to achieve a target CPL of 500 USD.
What did I achieve?
- Cost efficiency: optimized campaigns led to more conversions within budget (+16% spend with higher conversion volume).
- Conversions: Increased by 395% to 66 with a reduced CPA of 186 USD (-75%).
How did I achieve it?
- Consolidation of the account
I moved the client’s campaigns from a multinational strategy to a US-centric campaign. This consolidation greatly accelerated the learning process and allowed Google’s algorithms to optimize faster and more efficiently. - Keyword strategy
- Focus on relevant, high-demand keywords for the US market.
- Implementation of a comprehensive negative keyword list to prevent irrelevant traffic and improve conversion rates.
- Testing long-tail keywords that often reflect specific B2B purchase intent and attract qualified leads.
- Ad copy and extensions
- Creating compelling, US-centric ad copy that emphasized the client’s unique selling points.
- Running A/B tests to refine messages based on real-time data.
- Using ad extensions (sitelinks, callouts, structured snippets) to improve click-through rate (CTR).
- Bidding strategies and targeting
- Implement automated bidding strategies such as Target CPA to achieve the $500 CPL target while increasing conversions at scale.
- Adjust bids based on devices and locations to focus budget on the best performing segments.
- Remarketing campaigns
Recovering potential leads who had interacted with the client’s ads or website through remarketing efforts that improved overall conversion rates.
My conclusion
By consolidating and focusing on a single campaign strategy, I was able to accelerate performance and drastically reduce cost per acquisition. This strategic change allowed me to stay well below the CPL target of $500 while significantly increasing the overall number of conversions. The account is now poised for further growth with a more efficient, optimized approach.
