How We Rebuilt Rocketseed's Google Ads Account and Broke Their All-Time Lead Record in 3 Months
Rocketseed had been running Google Ads through a previous freelancer. The account was generating leads, but most of them were spam. Three months after we rebuilt it from the ground up, the account had broken Rocketseed's internal record for most Google Ads leads ever generated in any 3-month window.
Rebuild window
All-time leads
any 3-month period
Lead quality reset
Sector fit
Companies we've worked with
The 60-second version
Rocketseed is a UK-headquartered B2B SaaS business in the email signature management and email-marketing-banner space. We took over a Google Ads account that had drifted into a spam-optimisation loop under a previous freelancer. Three months after rebuilding the account from the ground up, the rebuilt programme had broken Rocketseed's internal record for most Google Ads leads ever generated in any three-month window — and the leads were quality the sales team could action.
Where they were
An account drifted into a spam-optimisation loop
Rocketseed had been running Google Ads through a previous freelancer for an extended period. Lead volume was technically present — forms were being filled, the dashboard showed conversions, the bid algorithm was reporting healthy conversion rates. The problem was that the conversion signal had degraded. Most of those form fills were spam. Non-ICP submissions, low-intent queries, the kind of pattern that bid algorithms learn to chase because the system was optimising for 'form filled' rather than 'qualified buyer'.
The downstream effect was operational. The sales team had stopped actioning Google Ads-attributed leads with confidence. Why work a list that's mostly noise. The conversion-tracking pipeline was reinforcing the wrong signal because every spam fill counted as a 'win' that the algorithm tried to repeat. Each cycle, the account got better at finding leads the sales team didn't want.
This is one of the most common failure modes we see in mature B2B Google Ads accounts. It's not that the previous setup was wrong; it was untuned. Without active maintenance of what counts as a 'real' conversion, B2B accounts drift toward noise.
What we did
The four-pillar B2B rebuild
The rebuild was about resetting the conversion signal upstream so the bid algorithm learned from sales-team-qualified leads rather than form submissions. Architecture changes followed signal changes — not the other way around.
Conversion tracking redefined
Moved off raw form fills as the optimisation event. Introduced multi-stage qualification with offline conversion uploads from the CRM. The bid algorithm now learns from sales-team-qualified leads, not form submissions. This single change resets every other piece of the system.
Campaign architecture rebuild
Segmented by ICP and intent. Killed query patterns that consistently surfaced spam — the broad-match and dynamic-search variants that had been the spam vector. Restructured around the actual buyer journey for B2B SaaS in this niche, not the default 'maximise conversions' template.
Audience signal layering for B2B
Uploaded real CRM customer-match lists. Used company-name-based audience targeting where it mattered. Layered job-title and industry signals so the algorithm modelled 'who Rocketseed sells to' rather than 'who fills forms'.
Bid strategy aligned to qualified-lead value
Replaced default Maximise Conversions on raw forms with target CPA on qualified leads, factoring in the actual sales-cycle economics. A qualified B2B SaaS lead is worth orders of magnitude more than a form fill; the bidding strategy now reflects that.
The numbers
What changed
Rebuild window
All-time leads
any 3-month period
Lead quality reset
Sector fit
FAQ
Common questions
Has your B2B sales team stopped trusting the leads?
If you're running B2B Google Ads and your sales team has stopped actioning the leads with confidence, that's the most common pattern we see in B2B accounts that have been on auto-pilot too long. Book a 30-minute audit and we'll tell you whether your account has the same recoverable signal Rocketseed's did.
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