Client Success Story
Client: B2B SaaS HR Software Company
Executive Summary
Diama Technologies optimized the client’s Google Ads ecosystem, reducing Cost Per Lead by 48% and increasing lead volume by 2.6X within 90 days.
📁 Business Context
Industry: SaaS (HR & Payroll Software)
Target Market: SMEs (India & UAE)
Monthly Ad Spend: ₹6–8 Lakhs
🎯 Objectives & KPIs
| Objective | KPI |
|---|---|
| Reduce CPL | Cost per lead |
| Improve lead quality | SQL conversion rate |
| Increase ROI | Revenue per campaign |
⚠️ Initial Audit Findings
Broad match keywords causing irrelevant traffic
CPC as high as ₹240
Conversion tracking partially broken
Landing pages not optimized (high drop-offs)
Execution Roadmap
Strategy & Execution
Phase 1 (Week 1–2)
Google Ads, Keyword Planner
Campaign Restructuring
- Created segmented campaigns: Brand, Competitor, High-intent keywords
- Eliminated 65% irrelevant keywords
- Shifted to exact + phrase match strategy
Phase 2 (Week 2–4)
Ad Optimization
Ad Optimization & Testing
- Developed 12+ ad variations
- Focused messaging on: Compliance automation, Cost savings
- Implemented A/B testing
Phase 3 (Month 2)
Unbounce, Hotjar
Landing Page Optimization
- Reduced form fields (8 → 4)
- Added testimonials and trust badges
- Improved page load speed & introduced sticky CTAs
Phase 4 (Month 2–3)
Retargeting & Funnel
Retargeting & Funnel Setup
- Created remarketing lists (visitors, demo drop-offs)
- Ran display + YouTube retargeting
- Implemented full funnel tracking
Impact
Performance Results
Before vs After 90 Days
Cost Per Lead
₹1,520
-48% Reduction
Conversion Rate
6.1%
+165% Increase
Monthly Leads
370
+164% Increase
ROI
4.5X
+136% Increase
| Metric | Before | After | Change |
|---|---|---|---|
| Cost Per Lead | ₹2,900 | ₹1,520 | -48% |
| Conversion Rate | 2.3% | 6.1% | +165% |
| Monthly Leads | 140 | 370 | +164% |
| ROI | 1.9X | 4.5X | +136% |
🏆 Key Wins
- High-intent keywords delivered 70% of conversions
- Retargeting campaigns contributed 28% of total leads
- Landing page redesign improved conversion rate by 2.5X
💡 Strategic Insights
- Funnel optimization is as important as ad targeting
- Retargeting significantly lowers acquisition cost
- Data-driven decisions outperform guesswork
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