B2B Lead Generation

SaaS company for machine control and maintenance, could not scale its Google Ads spend above 5000€ and had too high a cost per Marketing Qualified Lead (MQL). The goal was to increase the monthly Google Ads budget and reduce the cost per MQL.

What I have achieved:

Period of 6 months February – July 2024

• Spend scaling: Increase in Google Ads budget from €20,000 to €42,000 (February – July 2024)
• CPA reduction: Reduction of CPA from 380€ to 252€ (34% reduction).

How did I achieve it?

Procedure for achieving the results

1. Analysis and restructuring of the campaigns
   • Complete restructuring: All campaigns and the account were set up from scratch.
   • Target group analysis: Detailed analysis of target groups and market segments to maximize ad relevance.
2. Segmentation and relevance
   • Search Ad Relevancy: Optimization of ad relevance through targeted keywords and ad texts that are precisely tailored to the needs of the target group.
   • Segmentation of services: Use of custom labels to segment services by priority (high, mid, low) and create specific campaigns for each priority.
3. Bidding strategies and budget control
   • CPC and Bid Control: Implement CPC image strategies and control bids to maximize ROI.
   • Ad Schedule: Reducing costs by adjusting ad placement on weekends and outside of business hours.
4. Device Bidding Adjustments
   • Focus on desktop devices: Adjust bids and targeting away from unprofitable mobile devices to profitable desktop devices.
5. Negative keywords and lists
   • Extremely accurate negative keywords: Creation and maintenance of negative keyword lists at account level to minimize irrelevant clicks and increase efficiency.

Implementation in detail

1. Campaign structuring:
   • Creation of specific campaigns for various machine control and maintenance services.
   • Use of custom labels to prioritize high, mid and low priority services.
2. Keyword management:
   • Identifying and implementing long-tail keywords to get more targeted and cost-effective clicks.
   • Introduction of comprehensive negative keyword lists to exclude irrelevant search queries.
3. Ad creation and testing
   • A/B testing of ad copy and landing pages to identify the best combinations.
   • Optimization of ad texts for maximum relevance and conversion rate
4. Bid management and budget control
   • Use of automated bidding strategies such as target CPA and target ROAS.
   • Adjustment of bids by time of day and day of week to optimize costs.

My Conclusion

Thanks to a comprehensive restructuring and targeted optimization of the Google Ads campaigns, the client was able to achieve significant improvements in campaign performance. The combination of precise targeting, effective bidding strategies and a strong focus on high-quality leads led to a significant reduction in CPA and a successful scaling of the advertising budget. This case study highlights the importance of detailed analysis, continuous optimization and data-driven decision making in B2B lead generation for high-ticket SaaS products.