Cutting cost per qualified lead for a B2B services firm

The problem

Campaigns were optimised to form fills. Sales quietly ignored most of them. Nobody had connected the CRM back to the ad platform, so Google was cheerfully buying more of the wrong people.

What we did

We wired qualified-lead status from the CRM back into conversion tracking, rebuilt the account around intent-heavy search terms, and replaced a generic contact page with one landing page per service. Search terms were reviewed weekly and the negative list grew every week for two months.

Outcome

• Optimisation moved from form fills to qualified opportunities
• Wasted spend on unrelated search terms materially reduced
• Sales and marketing finally reporting from the same number

Stack & channels