How Better Conversion Signals Helped a B2B Service Firm Double Its Conversion Rate

A B2B company was generating leads from Google Ads, but the platform was optimizing toward the wrong signals. We rebuilt the measurement setup and campaign structure around stronger intent—helping generate 478 conversions at €19 per conversion and more than $250K in revenue during the period.

Google Ads was generating conversions. They just weren't the right ones.

The client provides services to businesses, in a highly competitive search market. Google Ads was already running, but the account had a fundamental measurement problem. The conversion setup was focused on a signal that was too far removed from lead quality. As a result, Google Ads was receiving incomplete information about the enquiries that actually mattered to the business. Campaign structure compounded the problem. The account was too simple for the different levels of search intent involved, broad-match keywords were generating irrelevant queries, and acquisition costs were high.

The challenge wasn't simply to generate more leads. It was to help Google understand which searches and conversions were actually valuable.

Industry:

B2B Professional Services

Market:

France + international

Channel:

Google Ads & Microsoft Ads

Objective:

Qualified lead generation

What We Changed. Fix the signals first. Then rebuild the account around intent.

Better conversion signals

We replaced the existing conversion setup with a more precise event that better represented a meaningful enquiry. CRM outcomes were also imported back into Google Ads through offline conversion tracking, helping reduce the gap between an advertising conversion and what happened later in the sales process.

A campaign structure built around search intent

The account was completely restructured, with campaigns serving clearer objectives and different levels of customer intent. Broad match was removed. Keyword targeting was tightened, and significant negative-keyword work was carried out to prevent irrelevant searches from consuming budget. The objective was not simply to buy more traffic, but to concentrate spend on searches that were more closely aligned with the client's service.

Stronger ads and clearer reporting

Ad copy was rewritten to better match search intent and communicate the client's proposition. A dedicated reporting system was also created to make campaign performance easier to understand and connect Google Ads activity with meaningful business outcomes.

The Results. More conversions without simply buying more clicks

The first improvements became visible within approximately one week. Comparing January–February 2024 with the same period in 2023, the account generated substantially more conversions while traffic actually decreased slightly.

Traffic volume wasn’t the primary driver of the improvement. Better campaign structure, stronger search intent and more useful conversion signals made the existing traffic significantly more productive.

The campaigns generated more than $250K in revenue.

Why it worked

The biggest improvement wasn't a bidding trick

The key change was making Google Ads optimize toward a more meaningful representation of business value.

Once the measurement foundation improved, campaign structure, keyword targeting, negatives and ad messaging could all work toward the same objective.

Instead of optimizing an account around whatever Google happened to classify as a conversion, the campaigns were progressively aligned with the outcomes the business actually wanted.

What happened next

The improvement wasn't temporary

Performance remained strong after the initial period.

The client continued working with us, and the improved account structure became the foundation for launching additional campaigns in other geographic markets, including the UK and US.

€250k

Revenue Generated

+91%

Conversions

Ready to make Google Ads optimize to qualified leads?

Apply for Tracking & Lead Quality Setup.

Book a Call