Raised CTR 20% across a $1.5M Google Ads program
Rebuilt reporting and tracking for a $1.5M B2B Google Ads program at LEAP Agency: CTR +20%, cost per conversion under $100.
Client: Progress Software · Industry: B2B software · Role: Paid search lead at LEAP Agency · Budget: $1.5M per year in Google Ads
Progress Software’s sales team relied on Google Ads as a primary lead source across several product lines. Quality scores were slipping and wasted spend was creeping up, so underperformance had a direct cost.
The challenge: spending without clear sight lines
The team didn’t have dashboards pulling data straight from Google Ads, and conversion tracking mixed real leads with untracked and irrelevant website goals. It was hard to tell what was working.
What I did
1. Built visibility first
I built dashboards from Google Ads data so the team could see performance by product line and make decisions from the same numbers.
2. Cleaned up conversion tracking
I removed untracked and irrelevant goals so bidding and reporting focused on the conversions that mattered to sales.
3. Fixed the fundamentals
I worked through keyword quality scores, landing page experience and ad copy alignment across every product line.
Results
- +20% click-through rate across all product lines.
- Cost per conversion under $100 for most products, benchmarked against industry and historical data.
- A measurable increase in qualified leads for the sales team.
What this shows
You can’t optimize what you can’t see. Clean tracking and shared dashboards came before any bid change, and they made every later improvement easier to prove.
