CASE STUDY
A B2B SaaS company in the facility management space needed qualified leads — demos and trial signups from decision-makers at gyms, rec centers, and sports facilities. The problem: they were competing against larger, better-funded competitors who dominated the generic keyword space. Their previous agency had tried to compete head-on with broad keywords and had CPAs north of $300.
We took a different approach. Instead of trying to outspend the competition on generic terms, we built a layered campaign strategy that prioritized the searches most likely to convert, expanded carefully into industry verticals, and used Performance Max to capture qualified traffic the search campaigns missed.
What We Did: Built a brand defense campaign that became a conversion engine — 42% CTR and a $73 CPA, dominating the SERP for every branded query. Launched industry-specific generic campaigns targeting vertical searches (gym management software, rec center booking system, sports facility software) rather than competing on broad terms. Added Performance Max for incremental reach with tight audience signals.
The Results: Over 830 qualified leads across all campaigns. Brand CPA came in at $73 — well under half the B2B SaaS industry average of $200-400+. Generic industry campaigns delivered 393 leads at $180 CPA, competitive for the space. The key insight: you don't have to outspend bigger competitors. You have to outsmart the keyword strategy and let the algorithm do its thing where you've got real conversion volume.