-47%
Cost per qualified lead
+62%
Pipeline value, paid search
2.1×
ROAS vs CRM revenue
-29%
Wasted spend
The challenge
Cost per SQL had drifted above €340 while form-fill volume looked healthy — a classic sign of the account optimising for volume rather than fit. Broad match keywords had accumulated without governance, and Performance Max was pulling budget away from campaigns that fed sales qualified pipeline.
What we did
We rebuilt the account around qualification: negative keyword governance reviewed weekly, offline conversion imports feeding CRM outcomes back into bidding, and a rebuilt PMax with feed segmentation and brand exclusions.
Demo requests were routed through a qualification step so the bidding algorithm learned from fit, not clicks — and paid search finally reported on pipeline instead of form fills.
Demo requests were routed through a qualification step so the bidding algorithm learned from fit, not clicks — and paid search finally reported on pipeline instead of form fills.
“The first month they cut a third of our keywords and our pipeline went up. That tells you everything about how the account was built before.
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