Rebuilt an unstructured Google Ads account into a pipeline-driven demand engine
265,926 impressions and 1,251 conversions at an 8.75% conversion rate after moving optimization from raw form fills to HubSpot pipeline stages.
The Numbers
Qualified demo requests more than doubled after the account rebuild.
Optimizing to HubSpot pipeline stages more than doubled tracked value.
The Challenge
Transform an unstructured account into a scalable system that prioritized qualified demos and pipeline contribution, not just raw conversion counts.
The Roadmap
- 01Establish full-funnel tracking (Newsletter → Demo → HubSpot lifecycle stages)
- 02Rebuild Search campaigns around high-intent keywords
- 03Introduce negative keyword frameworks to reduce wasted spend
- 04Shift optimization away from raw form fills toward demo requests and downstream HubSpot events
- 05Reallocate budget toward keywords driving Connected and Opportunity stages
What We Did
- Took full ownership of campaign structure and conversion setup
- Integrated HubSpot lifecycle events directly into Google Ads
- Segmented campaigns by intent level
- Optimized match types and search terms weekly
- Reduced wasted spend through systematic negative keyword expansion
- Shifted budget toward keywords producing qualified demos and sales conversations
The Outcome
Transformed the account from volume-driven to pipeline-driven, enabling optimization around real sales outcomes and delivering cleaner, more qualified inbound demand.
Request Demo conversions grew from 405 to 844 while conversion value more than doubled to 7,001. HubSpot Engaged (349), Opportunity (20) and Connected (7) stages became live optimization signals.