When your audience is CFOs and finance directors, generic Google Ads don't work. Here's how we rebuilt their acquisition strategy from the ground up.
The situation
Reaching CFOs and finance directors in the US and Canadian market through paid search is notoriously expensive and competitive. This FinTech SaaS was running Google Ads but generating mostly low-quality leads — contacts who weren't decision-makers, or businesses too small for their product. Budget was being spent without a real return, and the sales team had lost confidence in paid acquisition as a channel.
Our approach
Identified wasted spend, paused non-performing campaigns, and rebuilt the account structure around bottom-of-funnel intent keywords aligned to the buyer's specific pain points.
Separate campaigns targeting by role (CFO, Finance Director, VP Finance) and by company size signals. Each campaign with tailored ad copy and landing pages.
Campaigns capturing decision-makers actively evaluating alternatives. Positioned the brand at the exact moment of purchase intent.
Proper conversion setup connecting demo requests to CRM deals. Monthly reports tying ad spend directly to pipeline value.
Results
How it happened
Complete account audit. Identified the 3 core issues: wrong keywords, mismatched landing pages, and no conversion attribution.
New campaign structure live. A/B testing on ad copy. New landing pages deployed per campaign type.
Bid strategy refined. Negative keyword expansion. Audience layering. CPA drops steadily while quality improves.
Budget increased as CPA hits target. New campaign types added (Performance Max, Demand Gen). Reporting automated monthly.
"The difference in lead quality was immediately noticeable. We went from wasting budget on contacts who weren't even close to buying, to having a real acquisition channel with predictable returns."— CMO, FinTech SaaS — North America
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