Google Ads — B2B SaaS Tool
Search and Performance Max campaigns for a project management SaaS — 280 demo bookings in 60 days at a $34 cost per lead, replacing an underperforming agency.
Project Details
A B2B project management SaaS tool had been running Google Ads for 8 months with a previous agency — $22,000 spent with 61 total demo bookings at a $360 cost per lead. We took over the account and rebuilt it entirely. The strategy focused on high-intent branded and competitor keywords in Search, a tightly structured non-branded Search campaign targeting job-title and pain-point queries, and a Performance Max campaign seeded with first-party customer data. All campaigns fed into a dedicated landing page we redesigned for conversion, replacing the homepage as the ad destination.
Deliverables
Industry
SaaS / B2B Software
Delivery
Ongoing
Project Research
The existing account had 1,400 active keywords with no negative keyword list — search terms were matching to completely irrelevant queries. Match types were all Broad, giving Google maximum control with minimum guardrails. Competitor analysis showed that 3 direct competitors (Asana, Monday, ClickUp) were dominating branded terms. We built a 2,200-keyword negative list, restructured to Exact and Phrase match for core campaigns, and identified 14 high-intent 'alternative to [competitor]' queries that were converting at 6× the rate of generic terms at 60% lower CPCs.
Project Results
In the first 60 days, 280 demo bookings were generated at a $34 cost per lead — a 91% reduction from the previous agency's $360 CPL. Monthly ad spend stayed at $9,500. The 'alternative to' campaign became the highest-converting campaign in the account at a $21 CPL. Landing page conversion rate improved from 2.1% to 7.8% after the CRO redesign. The client's sales team closed 38 of the 280 demos into paying customers in the period, generating $114,000 in new ARR from a $19,000 total ad investment.
