How I helped a leading audience engagement platform optimize Google Ads for high-value leads
MeetingPulse is an enterprise engagement platform. They offer interactive tools like polls, quizzes, and surveys to make meetings and events more engaging.
They had been using Google Ads for a while, but weren't thrilled with the results: They were spending a significant amount of money, but the leads they were getting weren't the right fit.
MeetingPulse needed someone to help them optimize their Google Ads strategy and bring in those high-quality leads.
Project Highlights
Before
MeetingPulse had a mature product and a strong market presence, but their Google Ads campaigns were falling short.
- They were attracting a high volume of leads, but many were unqualified and not a good fit for their enterprise-level solutions.
- Their ad spend was high, but they weren't seeing the return on investment they wanted.
- Their previous agency focused on manual bidding and driving free trial signups, which weren't converting into the high-value clients MeetingPulse was after.
During
To get them on the right track, I suggested a shift in strategy. Instead of just going for volume, we prioritized booked demos – a much better indicator of serious leads who were ready for a sales conversation.
I also suggested tracking leads throughout the sales process, which resonated with MeetingPulse, since their previous agency had dismissed this approach.
- We teamed up with their technical team and my subcontractor to set up offline conversion imports (OCI) using Zapier to connect their Pipedrive CRM to Google Ads. This allowed us to monitor leads across the entire customer journey and attribute revenue to specific campaigns.
- I shifted their bidding strategy to focus on booked demos rather than just free trials. This proved to be a game-changer, as booked demos converted to customers at a much higher rate.
- I made sure their ads were reaching the right people by identifying and excluding keywords with strong B2C intent (like those related to basic survey tools) and focusing on terms that indicated a need for enterprise-level solutions.
I met weekly with the CEO and CMO and provided them with detailed reports that focused on the metrics that mattered most to their business.
After
The results were clear: MeetingPulse saw a huge improvement in the quality of their leads.
- The number of booked demos shot up by 40-50% on average.
- They were no longer wasting time with leads who were just looking for a B2C survey tool. Instead, they were attracting businesses that were a perfect fit for their enterprise solutions.
- And the best part? These high-quality leads were turning into paying customers.
- Optimizing for high-value leads had a positive ripple effect across their entire funnel: They also saw an increase in the number and quality of free trial signups.
As their CMO put it, “the business has meaningfully changed” since we started working together. MeetingPulse now has a Google Ads strategy that delivers high-quality leads and drives revenue.
They're confident in their ability to scale their campaigns and are continuing to invest in the platform to drive further growth.
