Challenge
The client, a B2B tech company founded in 2010 offering cloud-based telephony products, relied heavily on AdWords for lead generation, averaging 50 leads per day. However, they faced two major challenges:
Low Lead Quality & Conversion: While AdWords campaigns had a 7% conversion rate, only 3% of leads resulted in sales—40% were deemed non-workable.
High Customer Acquisition Cost (CAC): At approximately $120, AdWords CAC was unsustainable. The client considered cutting ad spend, which risked stalling growth.
The main objectives were to enhance lead quality, boost conversion rates, and reduce CAC—without reducing campaign spend.
The client, a B2B tech company founded in 2010 offering cloud-based telephony products, relied heavily on AdWords for lead generation, averaging 50 leads per day. However, they faced two major challenges:
Low Lead Quality & Conversion: While AdWords campaigns had a 7% conversion rate, only 3% of leads resulted in sales—40% were deemed non-workable.
High Customer Acquisition Cost (CAC): At approximately $120, AdWords CAC was unsustainable. The client considered cutting ad spend, which risked stalling growth.
The main objectives were to enhance lead quality, boost conversion rates, and reduce CAC—without reducing campaign spend.
Solution
Transform’s team conducted a thorough one-week audit of the existing AdWords setup and implemented strategic optimizations:
Keyword Management: Switched from Broad to Phrase and Exact match types to focus on higher-intent queries.
Ad Scheduling: Limited ad showtimes to 9 AM–10 PM when conversion performance was strongest.
AdGroup Refinement: Restructured ad groups to improve Quality Score and campaign relevance.
CRM Integration: Linked ad campaigns with the CRM to track lead performance and eliminate non-performing keywords.
Negative Keywords: Established a vetted list to remove irrelevant traffic.
Performance Tracking: Introduced daily monitoring of key metrics (CTR, conversion rate, Quality Score, cost/conversion).
Threshold-Based Adjustments: Set clear KPIs—ads underperforming below 5% CTR or 8% conversion rate were reviewed. Cost-per-conversion constraints were applied to control spend.
These combined measures optimized bidding, targeting, and budget allocation.
Transform’s team conducted a thorough one-week audit of the existing AdWords setup and implemented strategic optimizations:
Keyword Management: Switched from Broad to Phrase and Exact match types to focus on higher-intent queries.
Ad Scheduling: Limited ad showtimes to 9 AM–10 PM when conversion performance was strongest.
AdGroup Refinement: Restructured ad groups to improve Quality Score and campaign relevance.
CRM Integration: Linked ad campaigns with the CRM to track lead performance and eliminate non-performing keywords.
Negative Keywords: Established a vetted list to remove irrelevant traffic.
Performance Tracking: Introduced daily monitoring of key metrics (CTR, conversion rate, Quality Score, cost/conversion).
Threshold-Based Adjustments: Set clear KPIs—ads underperforming below 5% CTR or 8% conversion rate were reviewed. Cost-per-conversion constraints were applied to control spend.
These combined measures optimized bidding, targeting, and budget allocation.
Results
Post-optimization, the client saw significant improvements:
Conversion Rate Increase: From 7% to 12%
Leads-to-Sales Ratio Doubled — the conversion funnel yielding twice as many actual sales
Reduced CAC: Dropped from $120 to $95 per lead
Improved ROI: Campaigns became more efficient and scalable, generating higher-quality leads without increasing budget
The collaboration resulted in stronger alignments between marketing and sales, with daily campaign adjustments sustaining long-term performance & ROI.
Post-optimization, the client saw significant improvements:
Conversion Rate Increase: From 7% to 12%
Leads-to-Sales Ratio Doubled — the conversion funnel yielding twice as many actual sales
Reduced CAC: Dropped from $120 to $95 per lead
Improved ROI: Campaigns became more efficient and scalable, generating higher-quality leads without increasing budget
The collaboration resulted in stronger alignments between marketing and sales, with daily campaign adjustments sustaining long-term performance & ROI.