Improving lead acquisition for a retail software solutions provider

Optimising Google Ad campaigns to generate more high quality leads — at lower cost

Who is the client?

The client is a world-leading software solutions provider for retail, pharmacy, forecourt, and hospitality businesses. 

They were seeing value from their paid media strategy but needed support improving the performance of their Google Ads campaigns. 

They partnered with Huble to increase lead acquisition and achieve specific KPIs, including lowering the cost-per-acquisition of leads and increasing conversion and click-through rates for ads.

The challenge

As a global company, the client runs multiple paid media campaigns across many regions. 

While this strategy is key to reaching a diverse audience, it created a situation where too many campaigns were run and ad messaging became fragmented. At the same time, the right region-specific keywords weren’t being targeted to appeal to local audiences. Old and non-performing ads and keywords were also in use. 

Overcoming these challenges required auditing every ad campaign, including their ad management process. Our analysis included landing pages, keyword performance, and search term reports.

Our solution

After an in-depth audit, we identified over 50 campaigns and 1000+ ad groups that needed to be reworked, or removed. 

With revised and region-specific keyword research, we consolidated ad groups into relevant topics — effectively halving the number of ad groups. 

We then overhauled and rewrote copy for the ads. Many ads, for instance, required updating from expanded text format to responsive text ads. This change ensured that ads adapted to display more relevant messages to customers.

The results

We achieved the project goals. And then some. 

Our focus on region-specific targeting and messaging, for instance, massively improved lead quality. 

This approach reduced cost-per-acquisition (CPA) to far below their stated goal — by as much as 36% in some months. 

Conversions have increased from delivering more relevant ads that benefit from improved keyword targeting. 

Ad management has also been streamlined by removing older and ineffective ads and keywords, and by consolidating multiple ad groups.

The stats


cheaper cost-per-acquisition achieved compared to the project goal


higher click-through-rate than the project goal

Next steps

Through this project, we’ve helped the client reach more businesses with their innovative software solutions. 

We continue to provide paid media support to the client, including weekly ad monitoring and optimisation and monthly reporting for their LinkedIn, Facebook, and Google ads. 

As one of their key paid media partners, we look forward to helping the client achieve ever more ambitious marketing goals.

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