The Client
VeriClock is a cloud-based time tracking and workforce management B2B SaaS designed for remote and field teams. They specialize in GPS-tagging and deep integrations with payroll software like QuickBooks and Sage.
The Challenge: Frustration with Growth and Lead Quality
VeriClock was frustrated with their previous PPC agency because they had not been able to grow as aggressively as they had hoped. The main obstacles were:
- High Acquisition Costs: The cost per acquisition of several of their campaigns was too high.
- Unqualified Lead Volume: Almost all the leads captured through their existing setup were not qualified.
- Stagnant Performance: The account lacked the restructuring needed to scale in a competitive B2B market.
Services Provided
- Full Google Ads Account Restructuring
- Landing Page Optimization & Design
- Lead Quality Analysis & Feedback Loop
- B2B Keyword Strategy & Competitive Conquesting
The Solution: A Revenue-First Google Ads Strategy
After a deep-dive analysis of their account and lead quality, we implemented a surgical plan of action.
Step 1: Surgical Account Restructuring & Keyword Intent
We completely restructured their paid search campaigns to move away from broad, high-volume terms. Instead of bidding on expensive, generic keywords like “time tracking software,” we pivoted to Product Capability keywords such as “GPS time clock for construction” and “Sage 50 payroll integration.” By utilizing Negative Keyword lists and exact match types, we stopped the budget leak on low-intent traffic and focused exclusively on B2B buyers looking for a professional solution.
Step 2: High-Performance Landing Pages & Integration Focus
A major part of our action plan involved building better quality landing pages. We identified that for VeriClock, the integration with accounting software was the primary “hook” for qualified users.
We moved away from generic pages and created dedicated landing pages that spoke to specific industry pain points. We implemented Dynamic Keyword Insertion (DKI) so that if a prospect searched for a Sage-specific solution, the page headline reflected that exact need. We also optimized the conversion path by emphasizing the “30-Day Free Trial” with no credit card required, reducing friction for busy managers.
Step 3: Closing the Data Loop and Lead Filtering
To ensure we weren’t just “buying clicks,” we focused on revenue-driven optimization. We shifted the focus from simple “conversions” to qualified pipeline.
By analyzing the lead data, we identified which keywords were driving “unqualified” signups and removed them. We linked Google Ads data with their internal tracking to train the algorithm to find users more likely to become long-term paid customers. This feedback loop ensured that every dollar of the $7.6K monthly spend was contributing to actual sales rather than just vanity metrics.
The Results: Immediate Growth and Lower CPA
In month one, the strategic changes led to a massive shift in performance:
- Increased the number of sales by 63.25%.
- Lowered the average cost per conversion by 54.10%.
- Generated 71.30 total conversions in the first month.
- Achieved a stable average cost per conversion of $107.
If you’d like to learn more about how our SaaS PPC agency helps B2B SaaS and Tech companies grow their MRR through LinkedIn advertising, contact us online or send us an email today at info@getuplead.com to speak with someone on our team.
