B2B Cybersecurity & Compliance Platform
Re-architecting Google Search & Display ad accounts to slash Cost-Per-Qualified-Lead by 52% and accelerate SQL pipeline for an enterprise security provider.
The Business Challenge
The client was burning $28K/month in Google Ads with a bloated broad-match keyword structure. Over 60% of search clicks came from academic researchers, students, or job seekers rather than enterprise CISOs and IT Directors, resulting in an unsustainable $480 cost per sales opportunity.
Marketing & SEO Strategy
- Restructured campaigns into tightly segmented Single-Theme Ad Groups (STAGs) with exact and phrase match intent.
- Implemented a comprehensive 800+ negative keyword library excluding educational, job-hunting, and consumer queries.
- Connected offline CRM lead stages into Google Ads via enhanced offline conversion imports to train Smart Bidding on closed-won deals.
- Built custom, lightning-fast interactive landing pages with personalized value propositions for SOC 2 and ISO 27001 searchers.
Implementation & Execution Process
Paused bleeding broad-match terms and immediately recovered $9,000 in monthly wasted ad spend.
Launched 16 specific intent-based campaigns focused strictly on compliance software procurement intent.
Transitioned to Target CPA bidding informed by real Salesforce qualified enterprise opportunities.
Key Lessons & Best Practices
- B2B search campaigns require aggressive negative keyword hygiene to avoid paying for unqualified consumer intent.
- Feeding offline sales milestone data back into Google Ads algorithms is essential for training bidding models on high-ticket revenue.
"The rigor Digi-tech Geniez applied to our paid search campaigns was night and day compared to previous agencies. Every dollar spent now maps directly to closed enterprise pipeline."
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