B2B SaaS & Google Ads

Predictable demo pipeline from high-intent search

The product solves a clear operational pain for teams, but paid search had been noisy: broad match bleeding into consumer queries, and the CRM rarely matched ad conversions to closed-won revenue. The mandate was to grow qualified demo requests and trial sign-ups without paying for clicks that never become sales conversations.

We restructured Google Ads around solution and competitor-intent themes, separated brand from generic campaigns, and tightened match types with a disciplined negative-keyword routine. Landing pages were synced to each cluster—same headline promise as the ad, social proof above the fold, and a single primary CTA. Where it fit the offer, we layered remarketing to re-engage researchers who didn’t book on the first visit. Conversion tracking prioritized demo form completions and high-value trial steps so bidding could optimize for pipeline, not pageviews.

Messaging tests contrasted outcome-led hooks (time saved, fewer errors) with feature clarity (integrations, security, onboarding). Sales feedback loop informed which queries produced opportunities vs. noise. Over time, the account shifted spend toward themes that actually showed up in the CRM—not just cheap leads.