Cleverflow
Rebuilt Google Ads for a B2B workflow SaaS, almost halving the cost per booked demo while growing demo volume by 82%.
- Industry
- B2B SaaS
- Market
- Germany, Netherlands, Nordics
- Timeline
- 6 months
- Budget
- €15k / mo
Show data
| Period | Demos booked per month |
|---|---|
| Feb ’25 | 38 |
| Mar | 44 |
| Apr | 53 |
| May | 61 |
| Jun | 66 |
| Jul | 69 |
Where the client started
A previous agency had left a sprawling account with 2,000+ broad-match keywords burning budget on irrelevant clicks. Conversions double-counted demos, so the team had no reliable read on what worked. Cost per demo had crept up to €240.
Our approach
We rebuilt around buyer intent, fixed tracking end-to-end in GA4 and GTM, matched ads to dedicated use-case landing pages and imported offline conversions from HubSpot so Google optimised for qualified demos.
- 1Audit: 41% of budget went to irrelevant queries
- 2New structure: 14 intent-themed campaigns
- 3Offline conversion import from HubSpot
- 4Switch to tCPA on qualified demos
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Our cost per qualified demo nearly halved in two months and the pipeline is finally predictable enough to plan hiring around.
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- Ad account and analytics audit
- Lead and cost forecast per channel
- A 90-day media plan