2025 · one Google Ads campaign · 11.5 → 48.5 attribution credits
Selected campaign growth · B2B SaaS
Qualified conversions grew 322% in one SaaS campaign.
B2B SaaS
More qualified conversions on less spend: one B2B SaaS Google Ads campaign grew attributed qualified offline conversions by 322% while lowering cost per qualified conversion by 86.2%. The comparison covers consecutive 30-day periods in 2025.
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+322%qualified offline conversion growth
Attributed qualified offline conversions · bars start at zero
- Previous 30 days11.5
$4,914.01 per qualified conversion
- Latest 30 days48.5
$677.35 per qualified conversion
June 2, 2025 review · consecutive 30-day windows, not YoY. Values are fractional Google Ads attribution credits, not counts of unique people or Salesforce first-touch SQLs.
Reporting period: Growth: consecutive 30-day windows in the June 2, 2025 review · Separate SQL snapshot: May 2026
2025 · same campaign and windows · $4,914.01 → $677.35
May 2026 · separate Salesforce first-touch reporting
May 2026 · $21,454 spend ÷ 17 SQLs, rounded; within the 59 total
Source: Anonymized internal Google Ads exports and performance reviews. The 2025 growth comparison is one campaign across consecutive 30-day windows; it is not year-over-year or whole-account growth. Qualified offline conversions are fractional attribution credits, not unique leads. May 2026’s Salesforce first-touch SQLs are a separate measure, and the selected Google campaign’s 17 SQLs are a subset of the 59 total, not additional leads. The reports do not establish revenue growth or CAC payback. Past performance does not guarantee future results.
Behind the headline
Selected campaign: the 2025 growth comparison
| Measure | Previous 30 days | Latest 30 days | Change |
|---|---|---|---|
| Attributed qualified offline conversions | 11.5 | 48.5 | +321.7% |
| Cost per qualified offline conversion | $4,914.01 | $677.35 | −86.2% |
| Campaign spend | $56,511.14 | $32,851.63 | −41.9% |
Follow the funnel
A later view of demo quality
The July 1–19, 2026 SEM review followed requests through marketing and sales qualification. Two brand and audience campaigns contributed 25 of the 34 SQLs, helping the team see where qualification was concentrated.
- 208Demo requests
- 76Marketing-qualified leads
- 34Sales-qualified leads
Source: July 1–19, 2026 internal review, using Marketo-sourced counts. These figures had not yet been cross-checked against CRM attribution. This partial-month view is separate from May’s Salesforce results and does not establish a month-over-month growth rate.
Challenge
Where the account stood
Platform conversions mixed demo requests with softer engagement signals. The marketing team needed a clearer view of which campaigns reached sales qualification, where acquisition costs diverged, and which results could support the next budget decision.
Approach
What DBM did
DBM reviewed search intent, landing-page relevance, conversion quality, and campaign-level acquisition costs. The review highlighted a campaign producing more qualified offline conversions on less spend and identified weaker traffic for further action. Separate 2026 CRM reviews added visibility into which paid channels and campaigns reached sales qualification.
Compared consecutive 30-day windows in the June 2, 2025 review. One Google Ads campaign recorded 11.5 then 48.5 attributed qualified offline conversions, with cost per qualified conversion falling from $4,914.01 to $677.35. Spend in that campaign also fell from $56,511.14 to $32,851.63.
Reconciled May 2026 first-touch SQLs by channel: Google Ads 45, Microsoft Ads seven, Meta seven, and LinkedIn zero. Within Google Ads, one audience campaign recorded 17 SQLs on $21,454 in spend. Website demo-form SQLs recorded under a separate channel were excluded from the 59 paid-media SQLs.
Reviewed Meta creative and retargeting segments separately from CRM-qualified results. In the April 1–17 review, video-viewer retargeting reported $129 CPL versus $423 for a static bottom-of-funnel segment; this was a segment comparison, not a controlled before-and-after test.
Flagged high-volume campaigns with weaker downstream qualification for search-term, targeting, and landing-page review. Budget shifts and projected savings remained recommendations, rather than being reported as realized gains.
Separated view-through and engagement conversions from first-touch SQLs, making the limitations of each platform’s attribution visible in the performance review.
Used a July 1–19 Marketo-sourced funnel to continue evaluating demo quality. The review showed 208 requests, 76 MQLs, and 34 SQLs, while explicitly noting that those figures had not yet been cross-checked against CRM attribution.
Services involved
What made this work
More customer results
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