Client Baseline & Initial Operational Challenges
A fast-growing B2B software-as-a-service (SaaS) provider located in Calgary, Alberta approached Telvara Solutions with a frustrating challenge: they were spending $15,000 monthly on Google Ads but generating an unsustainable 1.2x Return on Ad Spend (ROAS). Qualified demo bookings were stagnant, and Customer Acquisition Costs (CAC) were rising rapidly.
Diagnostic Audit: Core Structural Deficiencies Found
- Unsegmented Brand vs. Non-Brand Traffic: High-intent branded search traffic was mixed into broad non-brand keyword ad groups, masking poor non-brand performance.
- Neglected Negative Keyword Management: Zero negative keyword updates performed in over four months, allowing thousands of dollars to bleed into job-seeker and free software search queries.
- Flawed Conversion Tracking: The account tracked whitepaper downloads and actual trial sign-ups with equal conversion weight, corrupting Google's automated bidding algorithms.
The 90-Day Optimization Roadmap
- Month 1 (Restructure & Clean-up): Rebuilt the account from scratch. Separated Brand and Non-Brand campaigns cleanly, added 400+ negative keywords immediately, and implemented GA4 value-based conversion tracking through Google Tag Manager.
- Month 2 (Creative & Landing Page Alignment): Created single-intent ad groups paired with custom landing pages tailored specifically to key industry verticals. Introduced responsive search ads (RSAs) with dynamic keyword insertion.
- Month 3 (Smart Bidding Scaling): Transitioned clean campaign data to Target CPA and Target ROAS automated bidding strategies, systematically reallocating budget into top-performing segments.
Verified Impact & Final Performance Results
| Metric Performance | Baseline (Day 0) | 90-Day Result | Net Percentage Improvement |
|---|---|---|---|
| Return on Ad Spend (ROAS) | 1.2x | 4.2x | +250% Growth |
| Cost Per Lead (CPL) | $184.00 CAD | $114.00 CAD | -38% Cost Reduction |
| Monthly Qualified Sales Pipeline | $42,000 CAD | $118,000 CAD | +180% Increase |
| Trial-to-Paid Conversion Rate | 2.1% | 4.8% | +128% Increase |
Ready to transform your paid search account into a profit center? Contact Telvara Solutions to review your account's scaling potential today.