How we transformed a stagnant Google Ads account for a B2B skills assessment platform — fixing tracking, restructuring campaigns, and reaching the right HR decision-makers to grow trial sign-ups by 5.3x while cutting cost per conversion in half.
Oney.Studio · Performance MarketingA B2B SaaS platform offering advanced online candidate evaluation tools to help businesses streamline hiring — subscription-based, with a product genuinely designed to make the screening and assessment process faster and more accurate for HR and recruitment teams. Strong product. The paid acquisition strategy wasn't keeping up.
Despite a working product, the company couldn't scale PPC effectively. Conversion tracking was inconsistent, making it impossible to optimise from real data. The same creatives and targeting had been running for too long — engagement was declining. Ads weren't reaching HR and recruitment decision-makers. Budget was leaking into low-performing campaigns, and sign-up and purchase volume remained flat despite clicks.
No optimisation works without accurate data. Fix tracking first, then restructure, then find the right buyers. Each step unlocked the next.
Fixed the tracking infrastructure to accurately measure the actions that actually matter — free trial sign-ups, purchases, and key engagement events. Without reliable conversion data, every bid adjustment and campaign decision had been guesswork. With accurate tracking in place, the account could finally optimise against real signals: which campaigns drove sign-ups, which keywords brought buyers, and where budget was truly performing.
Accurate attribution liveRedesigned the entire campaign architecture, prioritising Google Search and Performance Max campaigns to capture high-intent users — the HR managers and hiring leads actively searching for candidate assessment solutions. Budget was reallocated away from low-performing segments toward the campaigns generating actual trial sign-ups, and a logical campaign hierarchy was created that allowed controlled, profitable scaling as performance improved.
Search + PMax priorityAudited the full keyword list and eliminated every term attracting irrelevant or low-intent traffic. Replaced broad, generic terms with high-converting search queries matched tightly to hiring and assessment intent. Negative keyword lists were built to block spend on searches that generated clicks but never converted — preventing the budget drain that had been suppressing ROI since the account's original setup.
High-intent focusDeveloped custom audience segments specifically designed to reach HR professionals, talent acquisition specialists, and hiring managers actively seeking candidate evaluation tools. Rather than broad B2B targeting, audiences were built around job function, industry, company size, and in-market signals — ensuring ads were seen by the decision-makers with both the authority and the intent to start a free trial or make a purchase.
HR decision-makers reachedProvided ongoing advice on landing page improvements for maximum conversion rate — because driving the right traffic to a page that doesn't convert wastes every efficiency gain made in the account. Deployed user behaviour analysis software to map exactly where visitors were dropping off, which sections were being engaged with, and what friction was preventing HR managers from completing sign-ups. Optimisation recommendations were implemented iteratively throughout the engagement.
Friction points eliminatedB2B SaaS ads fail when they talk to everyone and convert no one. Every piece of copy was written for a specific HR buyer at a specific stage — awareness, consideration, or ready to start a trial. Job-title-specific, outcome-led, and built to earn clicks from decision-makers with actual purchasing authority.
The same product. A completely rebuilt account — running on accurate data, reaching the right HR decision-makers, and converting consistently throughout the engagement.
Conversion snapshot: Jan 2024 (162 conv., $6.79 cost/conv.) - Feb 2024 (463 conv., $3.15 cost/conv., ×2.8 growth in 30 days) - Jun 2024 (857 conv., $3.29 cost/conv., +436% total) - Jan 2025 (~1,180+ conv., ~$2.85 cost/conv.). Tracking fix, campaign restructure, keyword optimisation, HR audience targeting, and landing page improvements drove sustained compounding growth.
Reduced cost per acquisition while increasing overall revenue — the combination of better targeting, accurate tracking, and eliminated wasted spend improved returns on every dollar in the account.
Custom audience segments built around job function, hiring intent, and in-market signals meant ads were seen by HR managers and talent leads with real purchasing authority — not generic business audiences with no context for candidate assessment tools.
Campaign restructuring and keyword optimisation cut spend on low-performing segments and irrelevant search terms — redirecting budget to the campaigns and queries actually driving trial sign-ups and purchases.
We saw an incredible transformation in our advertising performance. More leads, better conversions, and a well-structured campaign that truly delivered results!
- CEO · B2B Skills Assessment Platform · SaaS · NDA
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Traditional SEO paired with Answer Engine Optimisation and Generative Engine Optimisation: so your brand ranks everywhere users and AI models look.
End-to-end audit of your conversion funnel: landing pages, checkout flow, and offer structure reviewed and improved to turn more clicks into revenue.
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