---
title: Optimizing Google Ads for a SaaS Company | Adalystic
description: Discover how a B2B SaaS company reduced cost per conversion by 50% and doubled conversions through strategic Google Ads optimization. Learn how campaign restructuring and budget refinement can drive better ROI.
---

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B2B SaaS

# Halving cost per conversion through cleaner intent alignment

A Google Ads account that looked optimized was leaking budget through structural overlap. We separated intent and aligned campaigns with landing pages and CTAs, cutting cost per conversion in half.

Business model **B2B SaaS**

Primary objective **Cost-efficient tracked conversions**

Channels **Google Search**

Measurement period **Roughly 3 months**

The situation

## The account looked well optimized.

Hundreds of negative keywords. Years of historical data. A clean search terms report. Steady conversions. It was profitable, and by every surface check it was well managed. The question was whether the next gain really needed a new channel or tactic.

What we found

## Campaign overlap was obscuring intent.

- Several campaigns could serve similar intent, fragmenting signals and control.
- Similar searches were being routed to different landing pages and conversion goals.
- Budget followed historical habit rather than the campaigns aligned to higher-intent actions.

What changed

## Structure and experience were realigned.

1. 01
   
   Cleaned up overlap so each campaign owned a distinct level of intent.
2. 02
   
   Aligned campaigns with the right landing page and CTA, from resource downloads to demo requests and other conversion paths.
3. 03
   
   Kept keywords and negatives largely stable, helping isolate structure and intent alignment as the main variables.

The result

## Half the cost per conversion on the same budget.

Cost per tracked conversion fell by roughly half, from around $230 to around $115, consistently over about two and a half months. Tracked conversions roughly doubled on the same budget. That gave the client room to scale rather than simply spend less.

Constraint & learning

## The work was not flashy. It was disciplined.

Test new channels. You should always be testing. But do not get caught chasing the next thing when there is significant potential in what you are already heavily invested in. Step back from week-to-week reporting and look at the account with fresh eyes. The overlooked opportunities can produce the largest returns.

At a glance

**−50%** Cost per conversion From ~$230 to ~$115

**2x** Tracked conversions On the same budget

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## Want a second set of eyes on your paid media?

Tell us where the program stands today. We'll talk through the gaps, the opportunities, and whether Adalystic is the right fit.

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