Overview

Our client, a SaaS company offering Construction Management and Capital Planning Software, needed to increase qualified B2B leads in a niche, high-ticket industry. Traditional channels like cold outreach were costly and inefficient, so they turned to Google Ads for targeted customer acquisition.

We designed a Google Ads strategy that attracted decision-makers (CIOs, Project Managers, Contractors, Capital Planners) actively searching for solutions — resulting in a steady pipeline of high-value leads.

Problem Statement

The SaaS company faced three major challenges:

• High Competition in B2B SaaS – Competing against global software brands with strong ad budgets.
• Low-Volume, High-Value Market – Needed quality over quantity; every lead had to be highly qualified.
• Expensive Acquisition Costs – Previous attempts at paid ads led to high costs without conversions.

Challenges

• B2B SaaS is a low-conversion, high-CAC market.
• Needed laser-focused targeting to avoid wasted ad spend.
• Had to generate sales-qualified leads (SQLs), not just marketing leads.

Solutions Implemented

1. Keyword & Intent Strategy
   • Focused on bottom-of-funnel keywords: “construction project management software,” “capital planning SaaS,” etc.
   • Built negative keyword lists to reduce irrelevant clicks.
2. Ad Copy & Landing Page Alignment
   • Created ad copy that emphasized ROI, efficiency, and cost savings.
   • Designed conversion-optimized landing pages with CTAs: “Book a Demo” & “Request a Quote.”
3. Smart Bidding & Target CPA
   • Implemented automated bidding strategies to keep CPA within budget.
   • Focused on maximizing demo bookings rather than generic traffic.
4. Conversion Tracking & Analytics
   • Tracked form submissions, demo bookings, and phone leads.
   • Optimized campaigns based on actual SQL quality.

Campaign Performance:

• 746 clicks generated
• 30 conversions (demo requests & form fills)
• 4.02% conversion rate
• $840 total ad spend
• $28 cost per qualified lead (CPL)

Impact Highlights:

• Delivered high-value SaaS leads at just $28 CPL.
• Improved conversion rate to 4.02%, above SaaS industry averages.
• Built a sustainable, scalable lead generation engine.

Client Impact

The SaaS company achieved:

• Consistent pipeline of sales-qualified B2B leads
• Lower cost per acquisition compared to previous campaigns
• Improved brand visibility among decision-makers in construction & capital planning

Conclusion – Why This Matters for You

If your SaaS company struggles with:

• High cost per lead
• Low-quality demo requests
• Difficulty scaling B2B customer acquisition

This case study proves that strategic Google Ads campaigns can help you:

• Acquire qualified leads at lower CPL
• Increase demo bookings & trial signups
• Scale predictably in niche, high-ticket SaaS markets

📞 Ready to scale your SaaS pipeline with Google Ads?