CASE STUDY
A B2B SaaS company selling cloud-based software to healthcare practices came to us after years of underwhelming Google Ads results. They had a strong product, a long sales cycle, and a CRM full of leads that never went anywhere. Their previous campaigns were generating clicks — but the leads weren't converting downstream. Sound familiar?
We took over in late January and rebuilt the entire Google Ads account from scratch. New campaign architecture. Full CRM integration so Google's algorithm could optimize toward the leads that actually became customers — not just the ones that filled out a form. And a controversial move for B2B: we launched Performance Max.
What We Did: Rebuilt campaign structure with clean segmentation — branded, non-brand, and competitor campaigns, each with dedicated budgets and bid strategies. Integrated CRM lifecycle stages (SQL, Opportunity, Customer) directly into Google Ads as conversion actions, giving the algorithm real downstream signal. Launched Performance Max mid-month with tight audience signals — a campaign type most B2B advertisers avoid because it typically drives junk leads.
The Results: By month two, the account shattered every record — on just $6,565 in spend. More than double the previous all-time high for opportunities. Four new customers closed with $24.4K in ARR and $72.8K in total pipeline. 88% of all leads reached a qualified stage — proving this wasn't just volume growth, it was quality at scale. Spend increased just 3% month-over-month while leads jumped 126%. The real story? Performance Max drove 54% of all conversions and every single PMax lead converted to a sales-qualified lead. That doesn't happen by accident. It happens when the algorithm knows what a real customer looks like.