B2B Strategy Consultancy: 426 Google Ads Leads at $27 Each
The challenge
A consultancy that advises medium and large businesses on growth strategy, ESG and sustainability uses Google Ads to generate enquiries and to promote its white papers and events. Its buyers are senior decision makers, and a single new client is worth far more than the cost of a lead.
Consulting searches mix serious buyers with students, job seekers and researchers. The budget was modest and changed from month to month, so the campaigns had to stay efficient at every spend level.
Our approach
- 01
Tight, intent-led search campaigns
Campaigns were built around the consultancy's core services, with search term reviews to cut research and job-seeker traffic.
- 02
Ads that match the search
Ad copy was written to match each service area closely, which kept the click-through rate high, averaging above 12% across the period.
- 03
Tracking that shows real leads
conversion tracking was set up so enquiries and content leads could be reported alongside organic results in one monthly report.
- 04
Flex with the budget
When spend dropped, bids and keywords were tightened so the account kept converting. In August 2024, $241 of spend still produced 22 leads.
The results
- Leads: 426 in 13 months, peaking at 62 in March 2024.
- Cost per lead: an average of $27, with the best months at $11 to $15.
- Conversion rate: 9.7% of clicks became leads, and above 14% every month from July to September 2024.
- Click-through rate: above 12% on average across the 13 months.
- Client
- B2B strategy and sustainability consultancy (anonymous)
- Industry
- B2B & Professional Services
- Services
- Analytics & Tracking, PPC
- How we worked
- White label, through an agency partner
Led by Harry James, our Managing Director and former COO of Online Marketing Gurus.
The white label team behind agencies across Australia
agency partners
client campaigns
deliverables completed
white label reports
Google Partner
We got our first lead from AEO and closed them. It's a great feeling to know the work we're doing has translated to client acquisition so quickly.
B2B clients rarely have huge ad budgets, but they don’t need them when the campaigns are tight. Strong intent, matching ad copy and clean tracking can turn a few hundred dollars a month into a steady flow of leads. We run that for your clients, white label.
See how our white label PPC and Google Ads management work, or talk to us about a B2B client.
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