Cutting cost per conversion 70% in four months.

Demo costs above $1,500, and some campaigns weren't converting at all.

The product is a B2B healthcare SaaS used across providers, payers, pharmacies, and adjacent buyers. Their previous agency had paid search live, but cost per demo request was sitting above $1,500, and several campaigns were not converting at all.

The internal conversation had shifted from optimization to whether to shut the underperforming campaigns down entirely, on the assumption that there just was not demand for those segments. Before pulling the plug, we wanted to test whether the issue was actually demand, or whether something else in the program was suppressing it.

Treat search intent as the actual lever.

The hypothesis was that the targeting was misaligned, not that demand was missing. We worked through the account end to end.

We rewrote ad copy so it matched the actual queries people were typing. We tightened keyword strategy around exact match for the highest-intent terms, instead of casting wide and paying for noise. Landing page copy was rewritten so the visitor's experience felt coherent from search result to page to call-to-action. No more handing high-intent traffic to generic content.

We changed the bidding strategy to reflect the real value of each conversion type. And for the campaigns Google had been collecting bad signals on for months, we relaunched them fresh, letting the bidding algorithm start from a clean slate instead of optimizing toward the wrong outcome.