GOOGLE ADS CASE STUDY

Sitecraft - Material Handling Solutions

How a Strategic B2B Google Ads Overhaul Delivered a

132.7% Increase in Qualified Lead Volume

+132.7%

Qualified Leads

+135.3%

Quote Requests

+40.4%

Direct Purchase Value

-1.1%

Cost Per Click

Client Overview

Client : Sitecraft (sitecraft.net.au)

Industry : B2B – Material Handling Solutions

Business Model : Lead Generation

Target Market : Business owners, warehouse managers & industrial operators across Australia

Monthly Ad Spend : A$50,000

Campaign Period : Sep – Nov 2025 vs. Sep – Nov 2024 (YoY comparison)

The Challenge

Sitecraft operates in a highly competitive B2B niche where keywords attract both high-value enterprise buyers and low-intent consumer browsers making precision targeting critical. When we took over the account, several structural and strategic issues were limiting performance:

High CPCs due to aggressive competitor ad spend on shared keywords
Account structure relied heavily on Dynamic Search Ads (DSA), providing limited control over keyword targeting and traffic quality
80% of campaigns used Maximise Conversions without a target CPA cap, and others ran Maximise Clicks without a max CPC limit – both leading to inefficient spend
No visibility into downstream sales value – leads were tracked at form submission level only, with no CRM attribution
B2C and B2B buyers competed for the same search terms; the account lacked mechanisms to prioritise high-value B2B intent
Poor negative keyword coverage – over 45,000 impression-only search terms had never been analysed for exclusion
No structured ad copy testing or landing page optimisation strategy

“Before our involvement, Sitecraft was generating leads – but not the right ones, and not efficiently. The account needed a data-driven rebuild, not just tweaks.”

Goals & KPIs

Our engagement was scoped around four core objectives:

Goal 1:

Increase the volume of qualified B2B leads (quote requests and contact form submissions)

Goal 2

Improve lead quality by filtering out B2C and low-intent traffic

Goal 3

Build a data-driven optimisation loop by integrating downstream sales data into Google Ads

Goal 4

Scale ad spend profitably, reducing cost-per-lead while growing volume

Primary KPIs: Qualified Lead Volume | Cost Per Lead (CPL) | Form Conversion Rate | ROAS (Value-Based)

Strategy & Approach

Account Audit & Structural Overhaul

Rather than rebuilding from scratch – discarding historical data and machine learning signals – we took a surgical approach. We ran a comprehensive audit, identified structural flaws, and launched controlled experiment campaigns to test improvements in parallel with live campaigns.

Analysed 45,000+ impression-only search terms (terms receiving impressions but zero clicks) to proactively build a master negative keyword list – blocking irrelevant traffic before it wasted budget
Created an account-level master negative list targeting low-intent, B2C, and off-topic queries
Built separate Standard Search campaigns for high-priority, high-ticket product categories (EUV, Bin Tippers, Trolleys, pallet jack, Tow Tugs and more), replacing reliance on DSA as the primary driver
Configured DSA campaigns to exclude keywords already covered by Standard Search campaigns – so DSA mostly surfaced genuinely new search intent

Audience Segmentation & Bid Strategy

A key challenge was that both B2C consumers and B2B buyers searched identical keywords. We used audience data to identify and prioritise high-value business users:

Added B2B customer audience lists in observation mode, then applied positive bid adjustments for verified business buyers
Analysed demographic data (age and income brackets) – and found that users aged 35+ in higher income brackets significantly outperformed other segments. Bid adjustments were applied to increase Search Impression Share for this audience
Implemented day-of-week and hour-of-day bid adjustments, boosting bids during business hours (Monday–Wednesday, 8am–5pm) when B2B intent is highest
Created Conversion-Based Customer Match Lists to re-engage mid funnel and bottom funnel audience.

HubSpot CRM Integration & Value-Based Optimisation

One of the most impactful recommendations was integrating HubSpot with Google Ads to close the attribution loop. Previously, the account optimised toward form submissions without knowing which leads converted into actual sales.

Implemented Enhanced Conversion Tracking to improve data accuracy
Configured HubSpot to pass actual deal values back into Google Ads via offline conversion import
This enabled optimisation by true revenue contribution – allowing bid strategies to prioritise keywords, devices, locations, and audiences that drove the highest-value sales, not just the most form fills

Microsoft Ads (Bing) Expansion

Competitive analysis revealed that Sitecraft’s Google Ads competitors had not meaningfully invested in Microsoft Ads. We recommended a strategic budget allocation shift:

Launched Microsoft Ads for top product categories with an initial 5% budget allocation
Microsoft Ads delivered significantly lower CPAs with minimal competitor pressure
Gradually scaled Microsoft Ads budget allocation to 20% of total paid search spend, based on strong performance data

Ad Copy & Quality Score Optimisation

We updated all Responsive Search Ads (RSAs) with structured testing across three variation types:

Keyword-based headline pinning to ensure high ad relevance for priority search terms
Unpinned variations to allow Google’s AI to find the highest-performing combinations
Dynamic Keyword Insertion (DKI) variations for long-tail search terms

This approach led to measurable improvements in CTR, ad relevance scores, and Quality Scores – reducing average CPC while improving ad positioning.

Tools & Technology Stack

Ahrefs & SpyFu	Competitor keyword gap analysis and search landscape mapping
HubSpot	CRM integration for offline conversion tracking and revenue attribution
Enhanced Conversions	Improved conversion matching and data accuracy in Google Ads
Customer Match Lists	Audience targeting using first-party CRM data
Conversion-Based Match Lists	Re-engagement of prior converters with bid boosts
Microsoft Ads	Expansion channel targeting low-competition B2B traffic

Execution Timeline

Our phased execution approach balanced quick wins with structural improvements:

Campaign audit, negative keyword master list build (45K+ term analysis), and experiment campaign launch
Audience list setup, B2B demographic bid adjustment testing, and time-of-day bid refinement
HubSpot CRM integration and Enhanced Conversion Tracking implementation
Microsoft Ads (Bing) launch for top product categories
DSA/Standard Search segmentation with mutual negative keyword forming
RSA copy testing across pinned, unpinned, and DKI variations
Weekly search term audits, bid reviews, and ongoing performance analysis
Monthly strategic reviews and budget reallocation based on downstream revenue data

Results

Comparison Period: 1 September – 30 November 2025 vs. 1 September – 30 November 2024

(Year-over-year same-period comparison)

Metric	Before	After (% Change)
Ad Spend	A$106,114.99	A$135,937.89 (+28.1%)
Avg. Cost Per Click	A$5.44	A$5.38 (-1.1%)
Click-Through Rate	3.71%	4.42% (+19.1%)
Direct Purchase Value	A$12,924.41	A$18,140.81 (+40.4%)
Contact Us Form Submissions	34	76 (+123.5%)
Landing Page Form Submissions	3	29 (+866.7%)
Product Purchase Enquiry Forms	23	29 (+26.1%)
Bulk Quote Request Forms	258	606 (+135.3%)
Total Qualified Lead Forms	318	740 (+132.7%)

With just a +28.1% increase in ad spend, total qualified lead volume grew by 132.7% year-over-year – meaning the cost to acquire each qualified lead effectively more than halved.

Key Takeaways

Takeaway 1: Negative keyword investment pays dividends: Proactively analysing 45,000+ impression-only terms was labour-intensive, but it immediately improved traffic quality and CPC efficiency – a step most agencies skip.

Takeaway 2: CRM integration unlocks true optimisation: Without HubSpot’s sales data feeding back into Google Ads, we would have been optimising for lead volume, not lead quality. Value-based bidding dramatically improved the commercial relevance of the account.

Takeaway 3: Audience signals solve the B2B/B2C blur: In industries where both buyer types search identically, demographic and CRM-based audience layering is essential – not optional.

Takeaway 4: Don’t ignore secondary platforms: Competitors were absent from Bing. Microsoft Ads at 20% of budget delivered a disproportionate share of low-CPA leads, significantly improving blended account performance.

Takeaway 5: Data-first restructuring beats full rebuilds: Preserving historical campaign data while surgically improving structure allowed smart bidding to retain its learning – avoiding the performance dip a full rebuild creates.