Google Ads for B2B SaaS: +$47K in Monthly Pipeline

The client is a mid-market CRM platform serving manufacturing and logistics companies across North America and EMEA, with Google Ads as its primary demand-generation channel.

Prior to engagement, Google Search campaigns were built around broad CRM keywords, placing the client in direct auctions with enterprise platforms such as Salesforce and HubSpot. This inflated Cost Per Lead and attracted comparison traffic that rarely converted into qualified pipeline.

The objective was to reduce CPL while improving the quality of Marketing Qualified Leads generated specifically from Google Ads traffic.

Key issues identified included:

• Overreliance on broad, high-competition CRM keywords
• Inefficient auctions against enterprise platforms with significantly higher brand equity
• Optimization toward form fills rather than qualified leads

The Atlantic Zero Solution: High-Intent Google Ads and Value-Based Optimization

We rebuilt the Google Ads account to prioritize intent alignment, auction efficiency, and lead quality over raw volume.

Phase 1: Search Keyword Granularity

Search campaigns were restructured around high-intent, long-tail Jobs to Be Done queries.

• Introduced keywords such as “inventory management CRM for shipping” and “manufacturing sales pipeline software”
• Reduced exposure to enterprise comparison traffic
• Improved alignment between search intent and buyer readiness

Phase 2: Negative Keyword Management

To eliminate wasted spend, we implemented a disciplined negative keyword process.

• Weekly negative keyword reviews inside Google Ads
• Excluded low-value modifiers such as “free,” “personal,” and “student”
• Improved auction efficiency and reduced irrelevant impressions

Phase 3: Offline Conversion and Value-Based Bidding

We shifted optimization from volume to quality by closing the loop between Google Ads and CRM data.

• Integrated HubSpot CRM with Google Ads to pass offline conversion events
• Re-optimized Smart Bidding toward Qualified Leads instead of raw form submissions
• Enabled Google’s algorithm to bid based on lead quality signals

Phase 4: RSA Ad Copy Personalization

To improve relevance and Quality Score, we rebuilt Responsive Search Ads by segment.

• Industry-specific headline variations for manufacturing and logistics
• Improved ad relevance and click-through rate
• Reinforced intent alignment at the ad level

The Results

Within the first 90 days:

• Average Google Ads Cost Per Lead decreased by 44%
• MQL to SQL conversion rate from Google Ads leads increased by 27%
• Monthly Google Ads spend increased by 150% while maintaining the new, lower CPL ceiling

This restructuring allowed the client to scale paid search confidently, with Google Ads contributing higher-quality pipeline rather than low-intent volume.

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