95% more demo requests and a 38% lower CPL
I improved demo acquisition in Google Ads for a B2B SaaS and connected performance analysis with commercial lead quality in the CRM.
A client account for an agency, managed white-label.
61to 119
Demos
€48.79to €30.38
CPL · −37.7%
19to 47
Qualified leads
B2B operational-management SaaS in Spain, on Google Ads.
Starting point
Informational queries were attracting traffic, and the landing page spread its message across multiple features. The targets were a CPL of no more than €35 and a 40% lead qualification rate.
What I changed
- I grouped searches by intent.
- I reviewed search terms and negative keywords.
- I aligned ad messaging with the landing page.
- I set demo requests as the primary conversion and kept other interactions as secondary conversions.
Importing CRM qualification data into Google Ads has not yet been implemented. It remains the next phase.
Before and after
| Metric | February | March |
|---|---|---|
| Spend | €2,976.42 | €3,614.87+21.5% |
| Impressions | 51,367 | 62,419 |
| Clicks | 2,061 | 3,157 |
| CTR | 4.01% | 5.06% |
| CPC | €1.44 | €1.15 |
| Demo requests | 61 | 119+95.1% |
| Click → lead rate | 2.96% | 3.77% |
| CPL | €48.79 | €30.38−37.7% |
| CRM-qualified leads | 19 | 47 |
| New customers in CRM | 3 | 6 |
| Qualification rate | 31.15% | 39.50% |
| Qualified CPL | €156.65 | €76.91 |
| CAC (ad spend only) | €992.14 | €602.48 |
Demo requests increased from 61 to 119 (+95.1%), with 21.5% more spend. CPL fell by 37.7%, from €48.79 to €30.38, meeting the cost target.
What the CRM adds
The CRM figures relate to cohorts with 60 days of maturation. Qualified leads increased from 19 to 47, and new customers from 3 to 6. The 119 leads are not 119 sales.
The qualification rate rose from 31.15% to 39.50%, leaving it slightly below the 40% target. Qualified CPL fell from €156.65 to €76.91, while CAC based on advertising spend alone fell from €992.14 to €602.48. This CAC excludes other acquisition costs.
How I kept measurement consistent
I measured demo requests using one conversion per interaction and a 30-day click window, consistently across both periods. I used CRM data to assess commercial quality, not as an imported bidding signal.
Learning and next step
CPL alone is not enough. Lead quality and the time it takes a cohort to progress commercially must also be assessed. The before-and-after comparison does not establish causality.
The next step is to validate a future import of qualified conversions from the CRM, before using those signals to guide bidding.
This work is part of the white-label account management I do for agencies.