SaaS · Sample project
Rebuilding Google Ads around pipeline, not clicks.
Restructuring campaigns, feeding offline conversions back to Google and landing pages built for demo requests.
Sample project for demonstration. It shows how we would approach this kind of engagement; client name and figures will be replaced with a real engagement and verified numbers.
X.X×
Return on ad spend
−XX%
Cost per qualified demo
+XX%
Pipeline from paid
The challenge
The account optimized for cheap sign-ups that rarely became paying customers, and reporting stopped at the form fill.
The objective
Lower cost per qualified demo and connect ad spend to pipeline revenue.
Creative & strategic direction
Consolidate overlapping campaigns around intent, import CRM opportunity data as offline conversions, and build message-matched landing pages for demo requests.
Deliverables
What we shipped.
01
Account restructure.
02
Offline conversion import.
03
Value-based bidding.
04
Demo landing pages.
05
Pipeline dashboard.
Before & after
Before & after.
Before
- Bidding on sign-ups
- Overlapping campaigns
- Generic landing pages
After
- Bidding on pipeline value
- Intent-led structure
- Demo-focused pages
Technology
Google Ads, GA4, Tag Manager, Looker Studio
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