Google Ads Demand Generation Program For SaaS Client
Cybersecurity & Compliance Company
Challenge
The client had a strong lead nurture system but lacked qualified leads due to past poor-performing paid search campaigns.
Strategy
We launched a high-intent Google Ads strategy with creative testing, landing page optimization, and AI-driven bidding.
Outcome
CPA dropped from $600+ to $250, delivering 19 closed deals and $185K+ in new annual recurring revenue.
PROBLEM
Background: A SaaS client had invested heavily in nurturing leads but wasn’t getting enough qualified traffic due to expensive, underperforming paid search campaigns.
The Challenge: They needed a demand generation strategy that would attract high-intent users, improve conversion rates, and produce consistent, scalable ARR growth.
SOLUTION
Fungi built and executed a multi-layered Demand Gen campaign using Google Ads, including:
- Ad creative testing (static, video, carousel formats)
- Landing page A/B testing to improve conversions
- Audience targeting via in-market segments and lookalike lists
- Smart Bidding optimization with Google AI
- Attribution setup and budget allocation based on funnel performance
Processes measured:
- CPA reduction (from $600+ to ~$250)
- Scroll depth, heatmaps, and form conversions
- Ad engagement rates (CTR, CPC, conversion rate)
RESULTS
- 324 MQLs, 51 SQLs, 40 Opportunities, and 19 Closed/Won
- $185,588 in new ARR
- 58% drop in cost per acquisition
- Increased lead quality and funnel velocity (sample of lead company logos below)
- Ongoing ROI from refined keyword targeting and automation
