Scaling B2B Lead Generation through PPC Campaigns
Attract a higher volume of qualified leads (mid-size and large companies) and significantly reduce the cost per acquisition (CPA) in paid campaigns.
Challenge and objective
The company had a solid monthly budget for Google Ads, but the campaigns attracted unqualified traffic (mainly students or small businesses, not enterprise). The cost to acquire a valid quote request was unsustainably high.
Objective: Attract a higher volume of qualified leads (mid-size and large companies) and significantly reduce the cost per acquisition (CPA) in paid campaigns.
The implemented solution
We paused campaigns generating only irrelevant traffic and restructured the Google Ads account. We shifted focus from broad keywords to specific B2B purchase intent and created dedicated landing pages.
We built campaigns segmented by industry (Healthcare, Finance, Logistics) targeting decision-makers. We wrote ad copy focused on solving enterprise-level problems and created industry-specific landing pages that included case studies and optimised forms.
The result
The advertising budget is now spent exclusively on high commercial intent searches. The quality of quote requests has improved dramatically; the sales team now speaks with real decision-makers at targeted companies, and the cost per relevant lead has become highly efficient.