Google Ads
Year
2026
Focus
Google Ads
SaaS
Duration
January – April 2026
Client
HR & Payroll SaaS Company
Industry
HR & Payroll Software / SaaS
Section
Overview
120.000 €
Revenue in 3 months
2,0
ROAS
0%
Lead Waste
Project Overview
Ein HR & Payroll SaaS-Unternehmen kam mit einem klassischen Problem: Der bestehende Google Ads Funnel lief, aber ineffizient. Budget floss in breite, unspezifische Suchanfragen, Landingpages waren generisch, Leads kamen rein, aber viele davon waren für Sales nicht verwertbar. Klassisches Lead-Waste-Problem, wo Marketing Volumen liefert und Sales Zeit mit unqualifizierten Kontakten verliert.
Ab Jänner 2026 haben wir den Funnel neu aufgesetzt: Budgets konsequent auf kaufnahe Suchanfragen verschoben, use-case-spezifische Landingpages aufgebaut, Anzeigen strikt auf Intent-Matching optimiert. Kampagnenlaufzeit bis zur vollständigen Umstellung: 2 Monate. Ergebnis über das Attributionsfenster von 3 Monaten: 120.000 € Umsatz bei 2,0 ROAS.
The execution
01
Challenge
The existing Google Ads funnel was running with broad targeting on generic search queries and generic landing pages. Volume was coming in, but the majority of the leads were not directly usable for Sales. Lead waste was the core problem, not a lack of visibility.
02
Solution
Starting January 2026, we realigned the funnel: a budget shift away from broad keywords toward high-intent, use-case-specific search queries. New landing pages per use case instead of a single generic page. Ad copy and keywords strictly optimized for intent matching, with every campaign required to align with the respective search intent.
03
Result
€120,000 in revenue in 3 months at a 2.0 ROAS. 0% lead waste—every lead generated was qualified and directly usable for sales, meaning no more wasted time on unqualified contacts in the funnel.
How We Did It
THE INITIAL SITUATION
The funnel was running, but inefficiently. Broad keyword targeting, generic landing pages, high lead numbers, but low quality. Sales spent more time sorting out unqualified leads than selling to qualified ones.
THE REBUILD
Budget shift: away from broad, information-oriented search queries, towards high-intent keywords with a clear purchase intent.
Landing pages: use-case specific instead of generic. Every relevant target group got a page that addressed exactly their search intention.
Ads: strictly optimized for intent matching. No more broad ad groups, but a granular campaign structure with a direct match between search term, ad, and landing page.
THE NUMBERS
Key Metric / Result
Revenue / €120,000 in 3 months
ROAS / 2.0
Lead Waste / 0%
THE CONCLUSION
Inefficiency in Google Ads is rarely a budget problem, usually an intent problem. Anyone who prioritizes high-intent search queries, builds use-case-specific landing pages, and strictly trims ads for intent matching gets less volume, but significantly more revenue per euro spent. 2.0 ROAS and 0% lead waste are the result of a funnel optimized for purchase intent instead of reach.