The challenge
Rising competition and climbing CPCs were eating into the budget, while competitors bidding directly on the brand name were pulling away traffic and leads.
The goal: cut the low-quality clicks and build a predictable, cost-efficient pipeline for high-value B2B quote requests.
What I did
- Shifted budget from broad keywords to high-intent exact match terms to eliminate wasted spend.
- Deployed highly relevant ad copy routing traffic directly to dedicated product pages.
- Set up call tracking to capture phone leads and reveal true campaign ROI.
Results in detail (90-day highlights)
- +250% sales opportunities. Grew from 4 to 14 in a single month. Data was tracked in HubSpot and synced back to Google Ads to optimize targeting.
- -50% cost per lead. Keyword optimizations and structured snippets cut acquisition costs in half.
- +172% total conversions. Increased lead volume while reducing total ad spend by 12%.
Tools used: Google Ads, CallRail and HubSpot.