B2B SaaS: Tripled Qualified Meetings Without Spending Another Dollar

This is a B2B SaaS company selling an embedded analytics solution - super niche product. They're more than happy to pay 4-figure for every single qualified meeting booked.

I was actually hired by the agency that was running their Google Ads because they couldn't make it work.

When I did my discovery audit, I figured it was far away from a horrible setup. It actually wasn't bad at all, but the problem was they had a few missing things here and there. I'd say 30% missing, and that 30%, when fixed, made a huge impact.

Their CRM was Hubspot, which in my opinion is the 2nd best CRM ever (second to GoHighLevel). Only problem with Hubspot is that it's expensive, but otherwise it's great.

The first problem they had was inaccurate reporting. They were using Hubspot's native "Paid Search" attribution to figure out how many qualified meetings booked/opportunities created and judging performance based on that.

What I realized is that "Paid Search" bundled both Google and Bing together (these guys were also running Bing Ads, and surprisingly it wasn't doing horribly). So every month they'd look at this dashboard and think that "Paid Search" which they thought was Google Ads ONLY was doing good, but in fact it wasn't.

The second problem was their landing page/website infrastructure. That one was horrible. They'd use a subdomain for landing pages and have those be the landing pages of their Google Ads campaigns.

Here's the issue this created: someone would search for their solution on Google, click on their ad, browse around on the LP, want more info without submitting the form, so they'd go back to Google, search the company name, scroll down to the organic result of their homepage, browse for 2 minutes, and submit the form. Google Ads doesn't see this conversion. Hubspot doesn't recognize this (because the tracking script wasn't installed on the main domain - only the subdomain). The entire thing was messy af.

Often times I'm a proponent of a very simple and straightforward landing page. Like a headline, subheadline, and a multi-step form that helps people self-qualify. 80% of my landing pages are that, but these guys fell in the 20%.

A few months in, when I was looking at the Google Ads conversion/attribution flow, I figured that 70% of their conversions come as a result of 2+ clicks, while most accounts I see are hovering around the 10% mark. It's very clear that their users need more info. They need to see their company and understand it before submitting a form for a demo.

First, I created a different report inside Hubspot that showed them what's actually happening on a deeper level. Breakdown by channel, campaign, keyword, etc. We figured that Google was actually underperforming compared to what they thought.

My decision with the landing pages was to go against my popular belief and ACTUALLY use their website. We created dedicated landing pages on the website and used them in Google Ads. People could always click the logo and go to the homepage from that landing page, so it's not a squeeze page anymore. Now people can browse a ton of pages before making a decision, and I want to allow them to do that.

Another problem arose though - their UTMs would vanish after the first click once they land on the website. In some cases we'd lose their tracking completely. I fixed that by running a tiny script on GTM that allows the UTMs to be carried over to every subsequent page visit from the first click. This made sure the UTMs are kept across all pages.

The other thing you'll probably find in every single case study I have is offline conversions. They didn't have them. They didn't communicate with Google what a qualified lead was and what a converted lead was, and they're using Hubspot ffs. One of the easiest CRMs to do that with. Literally a few button clicks and you're there.

That allowed us to see what search terms people were searching for before they booked a demo, which campaigns, which keywords, which audiences, demographics, etc. And that also allowed Google to optimize for qualified demos booked, not just some random form fills.

The rest was honestly easy. A few fixes on Google Ads. Consolidating campaigns, running exact instead of broad (and again, 80% of my campaigns are broad, but this time broad doesn't work because it's such a niche. Google would generate horrible keywords and no amount of time or money spent would stop that. I tested it for 3 months).

We went from 1-3 qualified meetings booked per month to averaging 6-8. We didn't spend an additional penny.

Accurate reporting setup in Hubspot (separated Google from Bing). Landing page infrastructure (moved from subdomain to main domain with dedicated pages). UTM persistence across multi-page journeys (GTM script implementation). Offline conversions for qualified demos. Campaign consolidation and keyword match type optimization (exact match for this niche).