Managed a complex, dual-market (US & Canada) Google Ads strategy for a premier B2B marketing and visual communications network.
The primary objective was to drive efficiency in a mature account structure, maintaining lead volume despite a strict budget reduction.
Through rigorous cross-border account restructuring, "high-intent" audience filtering, and Smart Bidding consolidation, we successfully lowered the Cost Per Lead (CPL) by over 24% and improved lead counts, all while reducing total ad spend by 10%.
A massive franchise network specializing in marketing and signage solutions faced stagnating efficiency across its US and Canadian territories. Despite a strong market presence, the campaigns suffered from localized inefficiencies and budget fragmentation.
We executed a “Do More With Less” efficiency strategy, focusing on high-value B2B acquisition and technical account consolidation.
Territory Fencing: We implemented precise radius targeting for individual franchise locations to eliminate budget bleed in non-serviceable areas, ensuring spend was focused strictly on serviceable B2B zones.
B2B Intent Filtering: We aggressively expanded negative keyword lists to filter out consumer-grade searches (e.g., “cheap photos,” “DIY cards”), shifting the budget exclusively toward high-ticket commercial terms like “fleet graphics,” “commercial signage,” and “direct mail campaigns.”
Unified Bidding Strategy: We transitioned fragmented manual campaigns into consolidated Smart Bidding (Target CPA) portfolios. This allowed the algorithm to leverage data from both US and Canadian markets to identify conversion patterns more effectively.
Landing Page Localization: We deployed dynamic location insertion and currency-specific trust signals (US vs. CAD) on landing pages to reduce friction for cross-border traffic.
Quality Score Optimization: By tightening ad relevance and landing page experience, we reduced the Average CPC, allowing us to buy more traffic for less money.
Following the restructuring and efficiency drive, the campaign defied the budget cut, delivering higher volume and better quality. We successfully scaled lead generation while adhering to a stricter financial cap.
Total Performance Spend: $643,126.19 (Reduced by 10.02%)
Lead Growth: +7.09% (Total Lead Volume: 29,011)
Cost Efficiency: CPL reduced by $54.74 (24.44% improvement)
Click Cost: Avg. CPC $2.64 (Reduced by 8.01%)
Conversion Rate: Improved CVR by 4.82% (A relative lift of 26.35%)
Here are a few points to remember:
