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A Google Ads engagement for a B2B HR software platform. A full account restructure moved the strategy beyond a narrow, branded-search-only approach into dedicated competitor campaigns and higher-intent terms, nearly doubling qualified lead volume.
The account ran a narrow, low-risk mix of branded search and display that kept CPA low on paper but capped lead volume, with no presence where competing HR SaaS and group benefits providers were bidding. The account had also grown messy: hundreds of broad-match keywords, almost no negative keyword coverage, and no clear ad group structure, with conversion tracking unable to distinguish between the site’s different thank-you pages.
Full account restructure, with dedicated competitor campaigns against both HR SaaS platforms and group benefits providers, expansion into higher-intent non-branded terms, and rebuilt conversion tracking with lead-value assignment.
Nearly 1,300 conversions over a 5-month stretch after the restructure, with Performance Max becoming the standout campaign at a 6.5x ROAS and the account’s lowest CPA at roughly $110. Conversions were up 59% over the same period the prior year.
Whether you’re exploring paid advertising for the first time, looking for a second opinion, or ready for a better advertising partner, we’re here to help. We’ll take the time to understand your business and build the strategy that best supports your goals.
