A B2B SaaS platform struggling with high acquisition costs and low conversion rates achieved sustainable growth through strategic paid search optimization.
The company was spending heavily on Google Ads but seeing diminishing returns. Their CAC had climbed to $850, making unit economics unsustainable. Poor keyword targeting, weak ad copy, and a confusing landing page experience were driving up costs while conversion rates remained below 2%.
We believed that by restructuring campaigns around high-intent keywords, implementing negative keyword strategies, and creating dedicated landing pages for each product tier, we could dramatically improve quality scores and conversion rates while reducing wasted spend.
We rebuilt the entire account structure, segmenting campaigns by product line and buyer intent. Created 15 new landing pages optimized for specific search queries. Implemented conversion tracking across the full funnel. Launched A/B tests on ad copy emphasizing ROI over features. Introduced automated bidding strategies focused on target CPA.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per Acquisition | $850 | $467 | ↓45% |
| Monthly Qualified Leads | 120 | 360 | +200% |
| Landing Page CVR | 1.8% | 4.2% | +133% |
| Quality Score (Avg) | 5.2 | 8.1 | +56% |
Growth trajectory showing ↓45% improvement in cost per acquisition
Duration
6 months
Launch Date
January 2024