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dach ads aligned for qualified leads
google ads signal quality and dach adaptation for b2b saas
an international b2b saas team stabilized lead quality and acquisition costs in the dach market by aligning campaign logic, language, and crm feedback signals.
%cpl reduction
%higher conversion rate
k€saved/month
the challenge
the account generated clicks but too few qualified demos for sales.
machine-translated ad copy and broad keyword logic created irrelevant search matches and heavy budget waste.
marketing reporting and CRM outcomes were disconnected, so there was no reliable optimization feedback loop.
the approach
i rebuilt the account as a funnel system: segmented search intent, tightened keyword clusters, and introduced negative-keyword governance.
ad and landing-page messaging was adapted to the german b2b context, including terminology, tone, and value framing.
in parallel, i cleaned conversion tracking and connected optimization decisions with CRM feedback, so performance was measured by lead quality, not click volume.
all changes were documented as an operating routine for ongoing collaboration between marketing and sales.
the results
cost per lead dropped by 52% while qualified demo flow became more stable.
conversion rate improved by 30% because search intent, ad copy, and landing context were aligned.
the negative-keyword structure removed around EUR 4k/month in inefficient spend and improved handoff quality to sales.
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