B2B SaaS Platform
Rebuilt the demo-request funnel and Google Ads account structure from the ground up.
The Challenge
A B2B SaaS platform's Google Ads account was structured around broad product-category keywords with a single shared landing page, generating demo requests that sales flagged as poorly qualified more often than not.
The Approach
Intent-Tiered Campaign Structure
Keywords were re-segmented by buying intent — comparison and alternative searches separated from broad category terms — so budget could be weighted toward the highest-intent tier.
Role-Specific Landing Pages
Landing pages were split by buyer role and use case instead of routing every click to one generic product page, improving message match and lead quality.
Sales-Qualified Feedback Loop
CRM data on which demo requests actually became sales-qualified opportunities was piped back into bid strategy, shifting optimization away from raw demo-request volume.
The Results
- Cost per demo request down 35%
- Demo request volume scaled 2.4x
- Sales-qualified rate from paid demo requests improved alongside volume
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