To remember
- Segmenting by sector produced better-qualified leads than broad targeting. In technical B2B, the more specific the match between ad and audience, the better everything downstream performs.
- High CTR without dedicated landing pages leaves most of the value on the table. Getting clicks is only half the job.
- Automated bidding needs conversion data to work. Activating it too early on a niche market with low volume burns budget without learning anything useful.
- Weekly search term reviews had a meaningful impact on budget efficiency. Letting irrelevant queries run unchecked is one of the fastest ways to inflate CPC.
- Mobile dominated the browsing behavior even in a B2B context, which shaped how ads and eventually landing pages needed to be built.
Challenge
Search acquisition challenge: fixing high CPC inefficiency and rebuilding a conversion-driven Google Ads structure
Paid search in a niche B2B market is expensive and unforgiving. CPCs were high, qualified traffic wasn't converting into actual enquiries, and there were no dedicated landing pages to send anyone to. The campaign structure wasn't set up to perform. Korben brought us in to fix that: build a proper Google Ads Search structure, find the audience segments worth spending on, and set up a system for continuous improvement.
Strategy
Search strategy: structured campaigns, continuous optimization and conversion-focused roadmap
Campaign structure. Five ad groups were built out to cover the full range of search behavior: function-based queries, sector-specific searches, competitor robot brands, generic terms, and long-tail. Advanced tracking was set up across contact forms in French and English, phone clicks, and the "Ask a question" button. A bi-weekly performance dashboard was configured by ad group, with clear KPIs to drive optimization decisions.
Creative and messaging. Responsive ads were built with custom URL paths per theme, 15 headline variants, 4 descriptions, and image assets in both square and horizontal formats. Dynamic image components were added for automatic display. A lead form extension was tested to capture enquiries directly within the ad. Messaging was iterated continuously, with tone and vocabulary adjusted by segment — technical for operators, business-focused for decision-makers.
Keyword management. Search terms were reviewed weekly to find new opportunities and cut waste. Irrelevant queries were excluded systematically: consumer searches, domestic robots, unqualified commercial intent, consumer robot brands. Low-performing keywords were paused and match types were adjusted based on what the data showed. Budget was shifted toward the ad groups with the best ROI.
Strategic recommendations. Dedicated landing pages were identified as the most critical next step. A plan for 3 to 5 UX-optimized pages with A/B testing was put together, along with a recommendation to move toward Performance Max once enough conversion data had accumulated. A six-month roadmap was delivered with milestones and resource requirements.
Results
Early traction: strong CTR and qualified leads validating the search strategy
After 40 days, with the algorithm still in its learning phase:
- 7 qualified prospects generated
- 8.55% CTR vs. a 2-3% sector average
- 1,164 clicks generated
The engagement is ongoing, currently focused on building the dedicated landing pages.
