Case Study: How a B2B SaaS Company Cut CPC by 43% with a Niche PPC Agency

 

Case Study: How a B2B SaaS Company Cut CPC by 43% with a Niche PPC Agency

In the ever-competitive B2B SaaS industry, managing advertising budgets efficiently can be the difference between scaling profitably and burning cash.

For one mid-sized SaaS company, skyrocketing cost-per-click (CPC) rates on Google Ads were draining their ROI.

That was, until they partnered with a niche PPC agency that specialized in high-intent B2B lead generation.

Within 3 months, they slashed their average CPC by 43%—while improving lead quality.

This case study dives into exactly how they did it.

Table of Contents

🔍 The Initial Problem

The company had been managing their PPC campaigns in-house for over a year.

They targeted broad B2B software-related keywords, such as “CRM platform” and “team collaboration software.”

Despite a steady ad spend, they noticed rising CPCs and stagnant lead conversions.

Worse, many leads were irrelevant—students, freelancers, and small teams outside their ideal customer profile (ICP).

Their cost-per-lead (CPL) was trending upwards, and marketing ROI was becoming harder to justify.

🧠 The Niche PPC Agency's Strategy

They brought in a boutique PPC agency that had a track record of helping B2B SaaS firms improve paid search outcomes.

First, the agency conducted a complete audit of existing campaigns and found several key issues:

– Broad match keywords with low intent

– Generic ad copy not aligned with user pain points

– Poor negative keyword list management

They restructured the campaigns around exact match and phrase match keywords based on buyer intent.

They also crafted new ad copy emphasizing pain points, use cases, and unique selling propositions (USPs).

The agency then applied geographic exclusions and added device bid adjustments to focus on high-performing segments.

🔧 Tools & Tactics Used

In addition to Google Ads, the agency used several powerful tools:

1. SEMrush: To analyze competitor keywords and ad copy.

2. CallRail: For call tracking and attribution.

3. Hotjar: To visualize on-site behavior post-click.

4. HubSpot: To align PPC data with CRM insights and score leads.

5. Google Search Console: To identify underperforming keywords and optimize landing page content accordingly.

They also created tailored landing pages aligned to keyword groups, with value-focused CTAs and testimonials.

📊 Results & Performance Metrics

Within the first 6 weeks, the company began seeing a dramatic drop in CPC across key ad groups.

Here are the key metrics:

– CPC reduced from $6.10 to $3.45 (43% drop)

– CTR improved from 2.8% to 5.6%

– Qualified leads increased by 58%

– Landing page bounce rate dropped from 68% to 42%

– ROAS improved by 79%

These improvements translated directly into a stronger sales pipeline and lowered customer acquisition costs (CAC).

💡 Key Takeaways for SaaS Marketers

If your SaaS company is struggling with high CPCs, take note:

1. Niche agencies can offer laser-focused expertise you won’t get from large generalist firms.

2. Restructuring keyword strategy based on intent is often more effective than simply increasing budget.

3. Custom landing pages tailored to ad groups significantly improve conversion rates.

4. Use tools like SEMrush and Hotjar not just for research, but for continuous optimization.

5. Always align PPC campaigns with sales team feedback for better targeting and messaging.

Want to learn more about PPC strategies tailored for B2B SaaS?

By learning from real-world examples like this one, your team can fine-tune PPC strategy and drive more efficient, scalable growth in the SaaS space.

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