Case Study - Optimizing Google Ads for a SaaS Company

Background

A B2B SaaS company was running Google Ads campaigns to drive whitepaper downloads, demo requests, and free trial sign-ups. At first glance, the account appeared well-optimized, with a strong historical performance, hundreds of negative keywords, and a clean search terms report. However, inefficiencies in the account structure were limiting its potential.

Challenge

While the campaigns were generating conversions, there was significant overlap between campaigns targeting similar search intent and audiences. This resulted in inefficient budget allocation, internal competition between campaigns, and wasted ad spend. The company wanted to scale, but first, we needed to ensure their budget was being used as effectively as possible.

Our Approach

Instead of launching new initiatives, we refined the existing campaign structure to maximize efficiency:

• Restructured campaigns to eliminate overlap and ensure each had a clear audience and intent focus.
• Optimized budget allocation to prioritize the most impactful audience segments and intent-driven searches.
• Refined targeting strategies to align with different stages of the buyer journey, from research to demo requests.

Results

With these strategic adjustments, we achieved:
✅ 50% decrease in cost per conversion
✅ 2X increase in total conversions
✅ Stronger funnel alignment, ensuring the right ads reached the right audience at the right stage

Key Takeaway

Scaling isn’t just about increasing spend—it starts with optimizing what’s already working. By eliminating inefficiencies and refining campaign structure, we helped this SaaS company drive more high-value conversions while keeping costs under control.

Looking to improve your paid media performance? Let’s explore how a strategic restructure can help you get more from your budget.