Cutting wasted spend, doubling qualified pipeline
A services firm spent heavily on Google Ads with no conversion tracking. A rebuilt campaign architecture and landing system more than doubled qualified leads at 44% lower CPL.
2.1×
Qualified leads (illustrative)
−44%
Cost per lead (illustrative)
S$8.4k/mo
Wasted spend eliminated (illustrative)
Background
Five years of accumulated campaigns, broad-match keywords bidding against each other, and a homepage doubling as the only landing page.
Challenge
Leadership saw ad spend rising and could not tell which campaigns produced actual customers versus form spam and junk calls.
Strategy
Rebuild on intent tiers with offline conversion import, so Google optimizes toward closed deals — not raw form fills — and every click lands on a message-matched page.
Execution
- 01
Tracking first: GA4 + server-side events + CRM offline conversion import.
- 02
Campaign rebuild: intent-tiered search structure with strict negative keyword governance.
- 03
Landing system: five service-specific pages with proof, pricing anchors and fast forms.
- 04
Weekly waste review: search-term pruning and bid strategy calibration.
Results
Illustrative demo scenario — modelled on our playbooks, not a named client engagement: Qualified pipeline more than doubled (2.1×) in four months while CPL fell 44%; S$8.4k of monthly spend on irrelevant queries was identified and eliminated.
Optimization is only as good as the signal. Feeding closed-deal data back to Google changed performance more than any copy test.
What we learned
Services Applied
- Google Ads
- Landing Pages
- Tracking
- B2B
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