Case Studies

Case Study: SaaS Organisation Triples Leads After Just Two Months

A large SaaS organisation was not getting the full potential out of their Search Engine Marketing (SEM) campaigns.

Basic setup and almost no optimisation were limiting the growth of the channel and therefore making SEM a relatively low priority for the business.


After just two months leads increased with 316%, making SEM their single largest lead generation channel and a top priority for the business.

What I Did

Quick wins


  • Directly made quick wins to the current account setup to illuminate unprofitable spend

  • Improved Google Ads tracking and attribution to collect more valuable data

Restructuring and expanding

  • Restructured Google Ads accounts to split out campaigns based on product, location and brand

  • Expanded keyword list from 750 to 50,000+ keywords per location and brand

  • Launched Bing Ads campaigns

Going forward

  • Set up an ongoing optimisation schedule to optimise keywords, bids, ad copy’s and landing pages

  • Analysed historical marketing ROI to make CPA and budget recommendations


By expanding the reach and restructuring their Google Ads account, volume and key metrics improved significantly after just 2 months:


keywords per location


increase in SEM leads


decrease in cost per lead


increase in SEM ROI

After the restructure and expansion phase leads continued to grow. After 6 months leads increased further with 490% compared to the baseline, while ROI analysis assured that the budget was spent in profitable areas.

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By Jeroen

Having worked as a PPC freelancer for many years, Jeroen helps businesses to get more results out of their online advertising budgets.

He is the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia.

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