“Working with Jeroen over the last 12 months has been a great experience. He is a pleasure to work alongside and has delivered significant results within our online advertising activity in a short space of time. He has been instrumental in our success this year.”
Clare – Global Managing Editor
The Challenge:
A large SaaS organisation knew Google Ads (SEM) had potential, but they weren’t seeing it. Their campaigns were set up very simply, with almost no ongoing adjustments or improvements. This meant:
- Wasted ad spend: Money was likely being spent inefficiently, bringing in too few good leads.
- Limited growth: The channel wasn’t growing as it should, holding back the company’s overall progress.
- Low priority: Because it wasn’t performing, Google Ads was seen as a minor part of their marketing efforts, instead of a key driver of business.
They were missing out on a huge opportunity to connect with potential customers effectively.
The Solution:
I took charge of their Google Ads accounts, focusing on a clear strategy: quickly stop the waste, then completely rebuild and scale for maximum impact.
Phase 1: Quick Wins & Data Clarity
- Stopped Unprofitable Spending: I immediately adjusted their existing account setup to cut out wasteful ad spending. This meant money instantly started working harder.
- Improved Tracking: I fixed and improved their Google Ads tracking and how they measured results (attribution). This ensured we were collecting accurate and valuable data, which is essential for smart decisions.
Phase 2: Rebuilding & Scaling for Reach
- Strategic Restructure: I completely rebuilt their Google Ads accounts. Instead of a messy setup, I created clear, separate campaigns based on:
- Each product they offer.
- Specific locations they target.
- Their brand name searches.
- This made ads much more relevant and effective.
- Massive Keyword Expansion: I vastly expanded their keyword lists. What started as about 750 keywords quickly grew to over 50,000 keywords for each location and brand segment! This dramatically increased their reach to potential customers.
- Launched Bing Ads: To capture even more market share, I set up and launched campaigns on Bing Ads, tapping into another valuable audience.
Phase 3: Ongoing Optimisation & Strategic Guidance
Continuous Improvement: I set up a regular schedule for optimising their campaigns. This means constantly refining keywords, adjusting bids (how much they pay for clicks), testing new ad messages, and improving the website pages people land on.
Smart Budgeting: I analysed their past marketing spending and results to give clear recommendations on where to set their budget and what their target cost per lead should be for profitable growth.
The Results:
By expanding their reach, deeply restructuring their accounts, and rigorously optimising, the SaaS company saw their Google Ads performance explode in a very short time.
After just two months, the improvements were incredible:
- SEM Leads: +216% Increase
- They more than tripled their leads, going from struggling to thriving!
- Cost Per Lead: -31% Decrease
- They were getting far more leads for significantly less money per lead, boosting their profitability.
- SEM ROI: +268% Increase
- Their return on investment from Google Ads soared, showing a massive increase in value for every dollar spent.
These results were so impactful that Google Ads instantly became their single largest lead generation channel and a top priority for the entire business.