Rebuilding a SaaS lead engine from the ground up.

A mid-stage B2B SaaS company was running Google Ads through a previous agency: $45K a month, with lead quality that had collapsed over six months.

The account was a mess: over 200 ad groups, hundreds of unaudited keywords, Performance Max cannibalizing brand search, and no negative keyword strategy.

The goal was to stop optimizing for form fills and start optimizing for deals.

• Brand and non-brand splitMoved brand search into its own campaign. Performance Max had been taking 60% of brand traffic and claiming the credit.
• Tight Search structureRebuilt the account into 12 focused ad groups around high-intent commercial keywords.
• Offline conversion trackingSynced HubSpot deal stages back into Google Ads.
• Performance Max for prospecting onlyKept PMax, with brand keywords excluded.

Months 1–2

Account rebuild and offline conversion tracking through a HubSpot and Google Ads sync.

Months 3–4

Lead quality climbed and CPL dropped 31%. The sales team noticed before the marketing dashboards did.

Months 5–6

CPL ended 47% lower and pipeline value reached 2.3x the starting baseline.

Why qualified leads grew faster than total leads: at the same $45K budget, a 47% lower CPL means roughly twice as many leads. But because Google was now optimizing for deals instead of form fills, a much bigger share of those leads were sales-ready, so qualified leads ended at 4.2x.

Google Ads will optimize for whatever conversion you tell it to. Tell it “form fills” and it will bring you form fills, including from people who will never buy.

The unlock is feeding the platform real revenue data through offline conversion tracking.