Type of SaaS
Financial (FinTech)
SERVICES PROVIDED
SaaS PPC and Retargeting, SEO, Website CRO, HubSpot Management
Results Window
February 1 – July 31, 2026
The Situation
We inherited a Google Ads account that had not been set up with clean measurement and attribution. Conversion events were incomplete, attribution was not connected tightly to the CRM, and quality tracking was not reliable enough to show which clicks were actually moving pipeline forward. That made it hard to judge performance and impossible to scale with confidence.
Key Results
| METRIC | BEFORE | RESULT |
|---|---|---|
| Cost per total qualified contact | $532.53 | $173.54 |
| Search conversion rate | No baseline | 3.48% |
| Performance Max conversion rate | No baseline | 2.11% |
| Reconversions became customers | 15.7% | 31.6% |
| Search driven conversions | No baseline | 90.9% |
| Total attributed contacts | No baseline | 167 |
What We Did
Rebuilt the measurement foundation to track and optimize for qualified leads.
We cleaned up the Google Ads account structure, fixed conversion tracking, and connected Google Ads to HubSpot to better understand which clicks and contacts were contributing to the pipeline. With reliable data in place, we could focus on lead quality rather than raw traffic volume or cheap clicks. This gave us the confidence to increase budget and traffic from February through July while staying focused on qualified demand. None of the conversions came from branded search, showing that the campaigns were reaching buyers actively looking for a solution rather than those already familiar with the company.
Refined the campaign strategy around intent and buyer readiness.
We tightened keyword choices, expanded the ad asset mix, and improved ad copy so the account showed up more cleanly for the right searches. We also maximized sitelinks and other assets to give high-intent visitors clearer paths into the funnel.
Scaled budget while protecting efficiency and qualified-contact quality.
As spend increased through the window, we kept close watch on cost per total qualified contact, contact quality, and downstream conversion behavior. The point was not just to buy more traffic. It was to grow the account without letting quality fall apart as volume rose.
Used ongoing optimization to keep performance moving in the right direction.
We adjusted bidding, monitored search term quality, and kept evaluating which campaign structures were producing the strongest balance of efficiency and qualified pipeline. Search carried the majority of conversion volume, and the search traffic that converted stayed non-branded through the entire window, while Performance Max added efficient incremental conversions in a smaller share of spend.
Connected paid search to the broader revenue system.
The account performed better because it was not managed as a standalone media buy. We treated it as part of a larger acquisition system that included SEO, website CRO, and HubSpot management, which helped us keep quality visible as the channel scaled.
What The Data Tells Us
The clearest signal in the data is that scale and efficiency improved together. Cost per total qualified contact dropped from $532.53 in February to $173.54 in July, even as the account ramped through the window. The account was not only generating more activity, but doing so with better control and tighter qualification.
The quality story matters just as much. Reconversions converted to customers at 31.6% versus 15.7% for new contacts, which means the account was not simply generating more leads. It was also re-engaging higher-intent prospects more effectively as tracking and optimization improved. Search remained the core volume driver at 90.9% of conversions, and none of that search volume came from branded queries, while Performance Max delivered a lower cost per conversion at $167.13 versus Search at $214.76. Put together, that says the account was scaled in a way that preserved quality instead of trading quality away for volume. It did so on non-branded demand, the harder version of the result: every search conversion was won on a query where the buyer was describing their problem, not naming a vendor.
Bay Leaf Digital on SaaS PPC and Retargeting
We build SaaS PPC and Retargeting programs that help you scale qualified demand without losing control of quality or attribution. You get cleaner measurement, stronger click quality, and a paid media engine that connects to your CRM and pipeline as you grow.