Boosted top of funnel cost efficiency.
A B2B healthcare SaaS used across providers, payers, and pharmacies had been running paid search ads for a few years, but cost per demo request was sitting above $1,500, lead quality was low, and several campaigns weren't generating any lead volume.
The internal conversation had shifted from optimization to whether to shut the underperforming campaigns down entirely, on the assumption that there just wasn't 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.
Our 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 exact queries people were typing (and the intent behind their search). We tightened keyword strategy around exact match for the highest-intent terms. We wewrote the landing page so visitors' experience felt coherent from search result to page to call-to-action.
We changed the bidding strategy, ad schedule, and audience targeting to make better use of our budget. 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.
The campaigns the team was previously ready to cut off became our highest-performing.