Google Ads + LinkedIn Ads (B2B SaaS)
Client & Goal
B2B SaaS company struggling with high CPA and poor lead quality. The objective was to reduce cost per acquisition while improving MQL quality, not just volume.
Strategic Thinking
1. Instead of treating platforms separately, the focus was on intent layering:
2. Google Ads used to capture active demand LinkedIn Ads used to qualify and scale decision-maker MQLs
3. Both platforms aligned around MQL as the primary signal, not raw leads
Core Problem
Google Ads was generating leads, but intent quality was weak, CPA was inflated due to broad targeting and mixed signals, and No structured handoff between search intent (Google) and decision-maker targeting (LinkedIn)
Execution
1. Google Ads account restructured around high-intent keywords only, Waste removed via search term control and tighter bidding logic.
2. LinkedIn Lead Gen Ads introduced for ICP-level targeting
Cost and conversion trends monitored monthly to stabilize CPA before scaling
Results
65% reduction in total CPA
Google Ads CPA reduced by ~68%
LinkedIn Ads doubled MQL volume while reducing cost by 40%
93% Lead → MQL conversion rate
