- Client
- B2B services company (name withheld on client request)
- Industry
- B2B Services
- Location
- India
- Project type
- Paid search and lead generation
The challenge
- The account was running broad match with no negative keyword list and no conversion tracking, so spend could not be tied to enquiries.
- Ad traffic landed on the homepage rather than an offer-specific page.
Our strategy
- Instrument before optimising — no changes until calls, forms and WhatsApp clicks were tracked.
- Rebuild the account structure around service intent rather than one catch-all campaign.
- Match the landing page promise to the ad promise.
What we executed
- Implemented GA4 and Google Ads conversion tracking for form submissions, call clicks and WhatsApp clicks.
- Restructured campaigns into tightly themed ad groups with exact and phrase match, and built an ongoing negative keyword list.
- Built a dedicated landing page with a short qualifying form and visible contact options.
- Established a weekly search-term review and monthly cost-per-qualified-lead reporting.
Results
Performance data for this engagement is confidential to the client, so we publish the work delivered rather than unverified numbers. We are happy to walk through anonymised reporting on a call.
Technologies & platforms
- Google Ads
- GA4
- Google Tag Manager
- Landing page build