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Engagement
B2B HR software company: cutting cost per lead by connecting ads to real sales outcomes
Google Ads was optimizing for form fills, including students and job seekers. We fed CRM outcomes back into bidding.
Results
-42%
cost per qualified lead
2.1x
sales-qualified leads per month
31%
less wasted spend on irrelevant searches
The challenge
The account looked healthy on cost per lead, but sales said most leads were unqualified. Broad keywords pulled in people searching for HR jobs and templates, and Google had no way to know which leads became customers.
Why it was complex
- Broad and phrase match keywords matching job searches and free template queries
- Conversion tracking counting every form submission equally
- No link between ad clicks and closed deals in the CRM
- One landing page for every campaign and keyword theme
How we fixed it
Intent restructure
Rebuilt campaigns by buyer intent with tight negative keyword lists for jobs, salaries, and free templates.
Offline conversions
Passed the click ID into HubSpot and imported qualified and closed-won stages back into Google Ads.
Value-based bidding
Switched to bidding on qualified pipeline value instead of raw lead count.
Matching landing pages
Built a landing page per campaign theme with a demo form and proof points for that use case.