How a B2B Company Built £1.2M Pipeline Through Google Ads
A £50K-£500K industrial equipment manufacturer was burning ad spend on unqualified leads. We rebuilt Google Ads with CRM integration, offline conversion tracking, and decision-maker targeting — creating a predictable, qualified pipeline the board now funds quarterly.
Pipeline Influenced
Cost per SQL
Qualified Opportunities (from 2)
Directly Attributed Revenue
The Challenge
What We Were Dealing With
The previous agency ran Google Ads like a B2C business, optimising for volume form fills without understanding the 3-6 month sales cycle or decision-maker composition. Cost per lead was £180, but 70% of leads were unqualified — students, hobbyists, or price-hunting researchers with zero buying authority.
No CRM integration or offline conversion tracking meant Google saw a form fill as a 'conversion' even if sales rejected it. Audience targeting was generic, landing pages showed identical messaging to purchasing coordinators and £2M budget holders, and all products were bundled into one campaign with arbitrary budget allocation.
Our Strategy
How We Did It
CRM Integration & Offline Conversion Tracking
Integrated Salesforce with Google Ads using enhanced conversions. Pushed closed-won data monthly so Google modelled on actual revenue, not form fills. Identified which campaigns influenced deals vs. which were lead-generation vanity.
Decision-Maker Audience Layering
Built layered audiences: company size (500+ employees), job title (procurement, operations, engineering directors), in-market signals, and industry vertical. Combined keyword intent with audience constraints — cutting unqualified traffic 68% on day one.
Campaign Architecture by Product & Buying Stage
Separated by product line (Pumps, Compressors, Control Systems, Retrofit Kits) with sub-campaigns for Awareness, Evaluation, and RFQ-Ready stages. Each had different messaging, landing pages, and conversion goals.
Qualification Landing Pages
Built custom pages that qualified seniority before form submission. Questions on company size and buying timeline filtered out unqualified prospects. Increased conversion quality 340% while reducing overall volume just 12%.
Value-Based Bidding with Closed-Won Data
After 6 months of offline data, switched to value-based bidding. Google optimised for revenue, not clicks — campaigns influencing £500K deals got higher bids. Cost per SQL dropped to £65 with 4.2x pipeline-to-spend ratio.
The Results
What We Delivered
Year 1: £1.2M pipeline influenced. Cost per SQL reduced 64% (£180→£65). Qualified opportunities grew from 2 to 8 per month. £320K revenue from directly attributed deals. Lead quality score improved 340%. Senior decision-maker enquiries up 450%. Unqualified traffic cut 68%. Board approved 40% budget increase for Year 2.
Pipeline Influenced
Cost per SQL
Qualified Opportunities (from 2)
Directly Attributed Revenue
Key Takeaways
Lessons From This Engagement
B2B requires offline conversion tracking
Form fills are vanity metrics. Revenue attribution is everything. Without CRM integration, B2B Google Ads campaigns are flying blind.
Decision-maker targeting beats keyword volume
Layered audiences (company size + job title + intent) eliminate 60-70% of unqualified traffic and concentrate budget on real buyers.
Landing page qualification gates improve quality exponentially
A single question ('What is your buying timeline?') cut unqualified leads by half while increasing conversion rate on qualified traffic by 340%.
Value-based bidding rewards higher-deal businesses
Once you have 6 months of revenue data, Google's algorithm learns which touchpoints precede larger deals and allocates budget accordingly.
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