The Challenge
Horizon Digital, a B2B SaaS company offering project management tools, was spending $15,000/month on Google Ads with a CPL of $180. Their search terms were broad, negative keyword lists were non-existent, and the landing pages were sending traffic to a generic homepage.
The goal: get CPL under $60 within 90 days. We did it in 45.
Our Approach
We rebuilt the entire account from the ground up. Starting with a deep keyword research session, we identified the high-intent, bottom-funnel terms their competitors were ignoring and built tightly themed ad groups around them.
Simultaneously, we built three dedicated landing pages — one for each ICP segment — with clear CTAs and trust signals that matched the search intent exactly.
What We Did
- 01Rebuilt the Google Ads account with tight single-theme ad groups (STAGs) focused on high-intent, transactional keywords only.
- 02Added 400+ negative keywords in week one, eliminating wasted spend on irrelevant queries that were bleeding the budget.
- 03Built three segmented landing pages for their three buyer personas: Startups, SMBs, and Enterprise teams.
- 04Set up GA4 + Google Tag Manager with proper conversion tracking for demo requests, free trial signups, and form fills.
- 05Ran A/B tests on headlines, CTAs, and social proof elements — lifting landing page CVR from 2.1% to 6.8%.
"Vivid's team actually understands performance marketing at the technical level. Our cost per lead dropped from $180 to $40 in the first month. It felt like they unlocked a part of Google Ads we didn't even know existed." — Liam Carter, Founder of Horizon Digital
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