IT, cloud and on-premises solutions

122% Increase in Conversions Thanks to PPC Optimization

Our client specializes in deploying modern solutions—from advanced cloud systems to secure on-premises architecture. Given that they sell complex services with a longer sales cycle, a stable supply of highly qualified B2B leads is absolutely crucial for their business growth.

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Industry: IT, cloud and on-premises solutions
Service: PPC optimization
Status: Ongoing evaluation and optimization
Technology: Google AdsPerformance MaxMeta AdsMeta Lead forms

+122.94%total conversions after the campaign restructure

−14.96%overall CPA

+524%leads from Meta Ads with native Meta Lead forms

−78%CPA on the Meta platform

Summary

A B2B technology client with a long sales cycle ran click-optimized campaigns that brought traffic but few inquiries. We expanded conversion tracking, rebuilt Google Ads around conversions, segmented audiences and added Meta Lead forms: total conversions rose 122.94% and CPA fell 14.96%.

Campaigns optimized for clicks, remarketing was blanket and ran on a single creative.
We split Google Ads by product, separated brand and moved to maximize conversions.
Meta Ads leads grew 524% while CPA on Meta dropped 78%.

The Challenge

The client approached us with the goal of streamlining their acquisition campaigns. While the original setup was driving traffic to the website, it failed to generate relevant B2B inquiries. The primary issues were:

Clicks Instead of Leads: The campaigns were primarily optimized for clicks. They captured users' attention but struggled to translate into real business results.
Blanket Remarketing: Retargeting campaigns addressed website visitors mostly uniformly. There was a lack of detailed segmentation that would show potential clients content exactly matching the services they had shown interest in.
Low Creative Variability: Campaigns usually ran with a single core creative. This limited the room for systematic A/B testing and discovering which messages and visuals resonated best with the target audience.
Need for Strategic Oversight: Individual activities lacked a comprehensive long-term concept, making continuous evaluation, systematic development, and future scaling difficult.

The Solution

Step by step

Setting Up Accurate Tracking and Data Analytics

Clean data was the foundation of our success. We expanded conversion tracking to include not just completed contact forms, but also webinar registrations, for example. This more detailed analytics allowed us to accurately map user behavior and start optimizing campaigns with real business goals in mind.
2
Restructuring Google Ads and Shifting to Conversions
We switched the newly launched campaigns from maximizing clicks to maximizing conversions. The Google Ads account underwent a complete restructuring:
- Dedicated Campaigns: We separated individual products, allowing for precise budget management and targeting based on the specifics of particular solutions and markets.
- Brand Protection: We created a separate brand campaign and conversely excluded brand searches from generic campaigns to avoid unnecessarily increasing acquisition costs.
- Eliminating Overlaps: We removed situations where our campaigns were competing against each other in the same search queries.
- New Formats: We added Performance Max campaigns to the mix and tested smart bidding strategies.
Advanced Audience Segmentation and Meta Lead Forms

We replaced blanket targeting of all website visitors with detailed segmentation. We began dynamically showing users content based on the specific product they had viewed. We excluded existing customers from retargeting and instead used their data to create powerful Lookalike audiences. Furthermore, by implementing native Meta Lead forms, we managed to significantly shorten the conversion path and generate a manifold increase in contact volume.
Systematic A/B Testing of Creatives

We replaced the random deployment of ads with a data-driven approach. In close collaboration with designers, we prepared various versions of visuals and copy. Subsequent systematic A/B testing showed us which messages brought in the highest-quality leads at the lowest costs.
Long-Term Marketing Strategy

We anchored all individual activities into a comprehensive business vision. We designed a sustainable strategic layout that cleverly combines the tactical promotion of individual products with campaigns to build brand awareness. We regularly evaluate and further optimize the entire system.

The Result

The new account structure, focus on conversions, and rigorous segmentation brought demonstrable improvements across all key metrics. We were able to clarify the data, streamline budget allocation, and successfully kick-start the scaling of campaigns.

+ 122.94% in total conversions
- 14.96% in overall CPA
+ 524% in leads from Meta Ads
- 78% CPA on the Meta platform
+ 199% in clicks and + 94.6% in impressions (Meta)

Another client's reference

Lukáš prepared an analysis of the competition for us, which became one of the bases for our marketing plan. He always responded immediately and kept everything we agreed on.

Jiří Biskup, Website Coordinator, Europass

Conclusion

Properly set up data analytics, account restructuring, and the transition to smart conversion strategies allowed the client not only to radically reduce acquisition costs but, more importantly, to start generating high-quality B2B contacts in a sustainable and predictable manner. The client thus gained an effective marketing ecosystem that is fully prepared for further stable growth and expansion.

Frequently asked questions

How do I get more B2B leads from Google Ads instead of just clicks?

For a B2B technology client, we switched campaigns from maximizing clicks to maximizing conversions and split the account into product campaigns. Conversion tracking was expanded to include webinar registrations. Total conversions rose 122.94% and overall CPA fell 14.96%.

Do Meta Lead forms work for B2B?

For this client they did. Native Meta Lead forms shortened the conversion path, leads from Meta Ads grew 524% and CPA on Meta dropped 78%. Retargeting was also segmented by the product each visitor had viewed.

Why separate the brand campaign from other Google Ads campaigns?

A dedicated brand campaign, with brand searches excluded from generic campaigns, keeps acquisition costs from rising for no reason. For this client we also removed overlaps where our own campaigns competed for the same search queries.