Leads Generated for IoT B2B – PPC & Lead Gen Strategy Case Study

How we increased B2B lead volume by +117% and lowered CPA by -27% in just 3 months

+117%

Leads Generated

-27%

CPA

+23%

New Customers

Challenge

To achieve full control over performance variables such as CPC and CPA, we first focused on strengthening the tracking framework and refining campaign organization.

1. Tracking & Analytics Upgrade
The first step was to ensure all necessary tracking systems and indicators were properly implemented to monitor campaign performance accurately:

Data Pipeline Enhancement: The analytics setup was upgraded to collect micro-level user interaction data over time, across all available touchpoints.
Performance Monitoring: This allowed for precise measurement and control of key variables impacting cost and efficiency.

2. Google Ads Account Restructuring
Once tracking reliability was established, we conducted a full structural review of the Google Ads account:

Keyword Optimization: Refined keyword lists to improve targeting accuracy and relevance.
Campaign Grouping: Reorganized campaigns by service type and audience segment to enable more rational budget distribution and bid control.

3. Ad Copy Refinement
After the new data pipeline became fully operational, we focused on improving messaging to better align with user intent:

Content Optimization: Developed new ad copy highlighting tangible, benefit-driven messages.
Industry Relevance: Adapted wording based on each user’s industry, ensuring higher engagement and conversion potential.

This setup – from tracking calibration to account restructuring and ad optimization – resulted in stronger data control, improved campaign efficiency, and more relevant audience communication.

Solution

The first accomplishment to reach the goal was to ensure to have in place all the necessary tracking and relevant indicators for full control of our main variables: CPC and CPA.
The analytics system thus was upgraded to collect micro-data of the users’ interactions over time across all the viable contact points.
We then executed a full in-depth revision of the structure of the Google Ads account. Starting from keyword optimizations and going through a more rational grouping of services and audiences, we gained more control over the bids and budget allocation. After the new data pipeline flowed, we crafted new ad copy sharpening the more relevant content in terms of tangible benefits based on the user’s industry.

Results

After just three months, the goal was fully achieved, with an average monthly increase of lead volume by +117% over the previous monthly average. As a result of the bidding optimization and the granularity of the campaigns, an overall CPC reduction led to a CPA decrease of 27%, stabilized within a 5% fork variation month over month. The sale team was able to increase the conversion rate of deals dramatically.