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.
- Return on ad spend
- X.X×
- Cost per qualified demo
- −XX%
- Pipeline from paid
- +XX%
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
- 01Account restructure
- 02Offline conversion import
- 03Value-based bidding
- 04Demo landing pages
- 05Pipeline dashboard
Before & after
Before
- Bidding on sign-ups
- Overlapping campaigns
- Generic landing pages
After
- Bidding on pipeline value
- Intent-led structure
- Demo-focused pages