Our client is a fast-growing SaaS provider offering a plug-and-play customer loyalty platform used by retailers, membership organisations, and subscription businesses to boost retention, engagement and customer lifetime value. Their solution eliminates the complexity of building a loyalty programme from scratch, giving brands a fast, cost-effective way to launch personalised rewards, incentives and engagement campaigns.
As a high-value SaaS product with strong commercial impact for clients, each lead represents significant revenue potential. However, the client was struggling to generate a steady flow of inbound demo requests through paid search.
Challenge
Before we took over, the PPC account was significantly underperforming:
- The account generated was struggling to drive conversions
- Ad groups were disorganised, mixing phrase and exact match keywords, and blending completely different search intents together.
- Campaigns were overcrowded, spreading the budget too thin to collect meaningful data.
- The campaign structure made it impossible to scale or identify which keywords were driving quality leads.
The objective was clear:
increase monthly lead volume while improving quality and making the account scalable long-term.
Solution
We carried out a complete restructuring of the PPC strategy to turn the account into a focused, data-driven lead generation channel.
1. Full PPC account rebuild for tighter keyword control
We moved to single keyword campaigns, using phrase match keywords to harvest real converting search terms.
This allowed us to:
- Isolate performance more accurately
- See exactly which keywords drove the best leads
- Scale the strongest themes while cutting wasted spend
2. Master negative keyword list to remove irrelevant traffic
We created a comprehensive negative keyword framework applied across all campaigns, helping:
- Prevent budget leakage
- Improve traffic quality
- Reduce irrelevant clicks and unqualified leads
3. Testing & optimisation of landing pages
We ran landing page tests to improve conversion rates and:
- Identified top-performing pages
- Provided structural and content feedback
- Aligned messaging with search intent and ad copy
4. Improved ad copy & messaging
We refreshed ads with:
- Clearer value propositions
- Stronger CTAs
- Better alignment between keywords, ads and landing pages
This increased relevance and engagement across all campaigns.
Results
The PPC transformation delivered strong, consistent performance improvements.
Regularly Achieving 10+ Leads Per Month
Lead volume increased significantly, turning PPC into a predictable lead-generation channel.
High-Quality, Enterprise-Level Leads
The new structure drove far higher-value prospects.
This represented a major uplift in lead quality compared to the previous setup.
Strong Commercial Impact (Six-Figure Pipeline)
The campaigns contributed to a high-value pipeline demonstrating meaningful ROI.
Through a full account restructure, improved keyword control, stronger landing page alignment and more precise ad messaging, PPC became a reliable source of scalable and high-quality leads for this SaaS loyalty platform.
The campaign shifted from producing almost no leads to generating consistent monthly enquiries, including large, enterprise-level prospects, and contributed to a six-figure pipeline aligned with long-term growth objectives.