Getting started with B2B lead acquisition via Google Ads

Our work : creation of the Google Ads ecosystem and integration with the client’s Google ecosystem, implementation of custom conversions to be measured and continuous optimizations on the campaign and landing page side.

Table of content
Table of content
qualified leads collected in one year
0
cost/lead reduction in one year
0 %
Return on investment (ROI)
0 x

Context : Our client, a Swiss specialist in products and services for hairdressing and barber professionals, wanted to acquire qualified leads via Google Ads, without prior experience in digital advertising.

Goal : to launch effective campaigns on the Google Search Network, optimize the landing page and reduce the cost per lead (CPL), while maximizing the return on investment.

01

Specific Challenges and Needs

No experience in digital advertising

The client had no experience in digital campaigns. They did not know their digital audience, their digital ecosystem was not designed to acquire qualified leads, and there was no prior landing page for this purpose.

The acquisition strategy therefore had to be carefully considered and implemented from start to finish. Finally, the allocated budget was limited, which necessitated measurable and rapid results to justify the advertising investment.

Challenges

  • Unknown digital audience
  • Non-existent digital acquisition ecosystem
  • Landing page never tested
  • Limited budget

Implementation from A to Z

The Swiss Peak was commissioned to set up a complete advertising ecosystem, including Google Ads, Google Tag Manager and Google Analytics 4, in order to centralize performance tracking.

Technical and editorial optimization of the landing page was also essential to improve the user experience and maximize conversions.

Finally, precise tracking of conversions and real-time adjustments were necessary to guarantee the effectiveness of the campaigns.

Needs

  • Advertising ecosystem to be created
  • Integrate everything with the client's existing Google tools
  • Close monitoring to determine the factors that influence audience response

02

Strategy and implementation

Early January 2025

Step 1 – Creating the advertising ecosystem

  • Creating a Google Ads account and a Google Tag Manager property
  • Integration with the client’s existing Google tools (Google Analytics, business listing)
  • Creation of the landing page in collaboration with the client’s web manager
  • Determining the main KPIs and the average value of a lead for this client
  • Creating conversions to measure on the landing page
Early January 2025

Mid-January 2025

Step 2 – Campaign launch

  • In collaboration with the client, determining the keywords to target
  • Creation of dedicated ad groups for the client’s different business areas
  • Campaign launch
Mid-January 2025

February - December 2025

Step 3 – Constant Optimization

As the data accumulated, a weekly review of search terms was conducted for :

  • Identify potential new keywords to integrate
  • Exclude irrelevant requests and reduce budget waste

In addition to these elements, and thanks to the data collected :

  • Landing page optimization to improve its ability to convert visitors into leads, notably through the addition of trust elements, a downloadable catalog, and optimization of the page’s technical performance.

  • A/B tests were conducted on the campaign to identify areas for improvement.

February - December 2025

03

Results

Key Performances

Thanks to the optimizations made, the conversion rate increased by 110%, from 3.98% to 8.37%, which demonstrates a much better ability to transform visitors into prospects.

The cost per acquisition has decreased by 33%, from CHF 204 to CHF 138, allowing the client to save money while increasing the volume of leads.

The click-through rate also improved, reaching 12.78% after 12 months of campaign, a result well above the B2B average of 2.41%.

Despite a reduction in the daily budget by half mid-campaign, the number of prospects increased, proving the effectiveness of the adjustments made.

Finally, thanks to the average value of a qualified lead known and transmitted by our client, the return on investment (ROI) of the campaign amounted to 18 after one year.

Results

  • Conversion rate more than doubled in 12 months
  • Acquisition cost down by 33%
  • Click-through rate significantly higher than that of the competition
  • ROI : 18

Qualitative impact

This campaign enabled the client to better understand their target audience and identify the most effective levers for engaging hairdressing professionals.

The landing page, initially non-existent and, at the beginning, underperforming, has become a real lever for conversion.

These results also open up prospects for extending the strategy to other linguistic regions of Switzerland, such as German-speaking Switzerland and Ticino.

Now, our client :

  • Knows its digital audience
  • Understand what triggers its reaction
  • Will extend the scope of the campaigns to the whole of Switzerland

04

Conclusion and future prospects

Summary :

A campaign that was initially complex was transformed into a success thanks to a data-driven approach, close collaboration with the client, and targeted optimizations. The results exceeded expectations, with a reduced Cost Per Lead (CPL) and a Conversion Rate (CVR) that doubled.

Future prospects :

  • Extension of campaigns to German-speaking Switzerland and Ticino.
  • Integration of the client’s new e-shop into the scope of campaigns to maximize a new type of conversion: sales.

Conclusion

  • Client-agency collaboration is crucial for the success of a campaign.
  • Without an existing and active advertising ecosystem, it takes time and data to achieve results.
  • A digital campaign must be monitored and optimized; you can't just launch it and wait.

05

Launch your own successful digital campaign! Contact us now :

Contact The Swiss Peak