B2B SaaS Google Ads Strategy for High-Value Lead Generation

B2B SaaS Google Ads Strategy for High-Value Lead Generation

2.5x more qualified leads at 60% lower CPA—without increasing budget

in 6 Weeks

Key Results

Cost Per Acquisition

60% Reduction

$966

Before

$340

After

Qualified Leads

2.5x Increase

Before

After

+150%
Showing that everything that was done was directed toward a specific goal and everything was transparent in terms of reporting.
Showing that everything that was done was directed toward a specific goal and everything was transparent in terms of reporting.
Showing that everything that was done was directed toward a specific goal and everything was transparent in terms of reporting.

TL;DR snapshot

An enterprise HR SaaS platform offering complex workforce management solutions was struggling to generate qualified leads through Google Ads. Despite a strong product–market fit, the campaigns were inefficient and drove few relevant conversions at an average CPA of $966.

Through strategic restructuring that focused on low-frequency, high-intent queries, precise market segmentation, and impression share optimization, however, the account delivered 2.5 times more qualified leads while reducing CPA by 60% — all within six weeks and with the same budget.

Challenge

  • Restructure Google Ads campaigns to improve efficiency and budget allocation

  • Focus on lead quality over volume in a long B2B sales cycle

  • The client only targeted large enterprises, making each lead extremely valuable

  • Prioritize high-intent, low-competition keywords over broad, costly queries

What we did and why

Phase 1

Keyword and Intent Analysis:

  • Conducted in-depth keyword research, mapping industry-specific, solution-based, and competitor queries

  • Identified low-frequency, high-intent keywords with strong enterprise relevance

  • Why

    To capture leads further down the funnel and reduce wasted spend on irrelevant clicks

Phase 2

Campaign Segmentation

  • Rebuilt account structure by market (region/time zone) and solution area (aligned with product features)

  • Customized ad copy and landing pages for each query type

  • Why

    To improve message relevance and conversion rates across diverse enterprise audiences

Phase 3

Impression Share Optimization

  • Focused budget on winning 100% impression share for top-performing, low-competition keywords

  • Shifted strategy from traffic acquisition to visibility dominance in core niches

  • Why

    To ensure high-quality exposure among HR decision-makers actively searching for enterprise solutions

Phase 4

Market-Level Optimization

  • Allocated separate budgets per region for better cost control

  • Adjusted bids using account-level lead quality data and market performance

  • Implemented clear naming conventions for transparency and long-term scalability

  • Why

    To improve consistency, reporting clarity, and performance predictability

Phase 5

Retargeting & Layered Targeting

  • Deployed RLSA (Remarketing Lists for Search Ads) to reengage non-converting visitors

  • Layered audience targeting to capture enterprise users in active consideration phases

  • Why

    To nurture long-cycle prospects and maximize conversion opportunities

Key Results (Within 1.5 Months):

CTR

+518.8%

Before

0.64%

After

3.96%

Conversion rate

+125.0%

Before

0.44%

After

0.99%

Cost per conversion

-59.2%

Before

$966

After

$394

Avg. CPC

-29%

-29%

-29%

Before

$5.50

After

$3.90

Lead quality significantly improved, with more conversions from target accounts.

Higher impression share on strategic, high-intent keywords in target regions

Tools Used

Google Ads

Google Sheets

GA4

Keyword Planner

Struggling to generate qualified leads?

We help SaaS companies attract the right decision-makers, lower acquisition costs, and scale lead generation through high-intent, segmented campaigns, not guesswork.

Let's talk

Struggling to generate qualified leads?

We help SaaS companies attract the right decision-makers, lower acquisition costs, and scale lead generation through high-intent, segmented campaigns, not guesswork.

Let's talk

Struggling to generate qualified leads?

We help SaaS companies attract the right decision-makers, lower acquisition costs, and scale lead generation through high-intent, segmented campaigns, not guesswork.

Let's talk