Cloud-based business communications platform (VoIP)
A VoIP and business phone platform was paying $75+ per click on broad keywords and generating mostly unqualified SMB leads when the sales team needed mid-market and enterprise targets.
The Challenge
Cost per SQL was $890 — economically unsustainable. Campaign structure was bloated with broad match keywords. No attribution between Google Ads spend and actual pipeline generated. Sales team was overwhelmed with poor-fit leads.
Our Approach
- Rebuilt account architecture with tightly themed ad groups by solution type and company size
- Implemented offline conversion imports from Salesforce to optimize for pipeline, not lead volume
- Created dedicated landing pages per industry vertical with specific pain points and social proof
- Built negative keyword lists eliminating all SMB and consumer traffic
- Deployed Customer Match using first-party CRM data for enterprise account targeting
"Evan rebuilt our entire Google Ads account from the ground up and turned it into a consistent revenue engine. Our sales team finally has quality leads they can actually close."
— Ari Rabban, CEO, Phone.com
The Takeaway
Google Ads for B2B requires optimizing for pipeline dollars, not lead count — and that requires building attribution before building campaigns.
Ready to See Similar Results?
Schedule a free consultation to discuss your advertising goals.
Schedule Free Consultation