B2B SaaS · HR tech

AIHR: £74 to £18 per qualified lead.

How an HR software company stopped paying for cheap, unqualified form fills and started optimising Google Ads for real sales pipeline.

Google Ads · Tracking

— 01 · The challenge

Plenty of leads. Very few customers.

AIHR sells HR software to SMEs. Their Google Ads generated leads, but sales reported most were students, job seekers or tiny businesses that would never buy. Cost per qualified lead had climbed to £74.

Campaigns were optimising for any form submission, with no connection to what happened next in their CRM.

— 02 · Our approach

Teach Google what a good lead looks like.

Step 01

Rebuilt the keyword architecture

Focused on high-intent, software-buying searches and added hundreds of negatives for jobs, templates and free tools.

Step 02

Server-side tracking & CRM sync

Implemented server-side tagging and sent lead stages and deal values from their CRM back to Google Ads as offline conversions.

Step 03

Bid on pipeline, not form fills

Switched Smart Bidding to optimise for qualified demos and weighted conversion values by company size.

Step 04

Demo landing page tests

A/B tested a shorter demo form with company-size qualification, lifting both conversion rate and lead quality.

— 03 · The results

Sales finally trusted marketing’s leads.

Measured over Lower is better, in the client’s own ad accounts and CRM.

★★★★★

“

Our previous agency couldn’t explain what a conversion was. WeWebMedia onboarded us in 72 hours and sent a full audit before we’d signed.

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