Case study
Rebuilding a Paid Search Account Around Lead Quality
How restructuring campaigns around intent-matched keywords changed the conversation from lead volume to lead quality.
Framework example — results pending client publication approval
Challenge
A B2B client was generating a high volume of paid search leads, but the sales team reported most weren't a good fit for the product.
Strategy
We audited search terms actually triggering ads, rebuilt campaign structure around tightly matched keyword themes, and added qualifying questions to the lead form.
Execution
New ad groups, revised negative keyword lists, and a redesigned landing page with a shorter, better-qualified form went live over a phased rollout.
Result
Placeholder — real performance figures will be published here once client reporting is finalized and permission to share is confirmed.
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