$573K Pipeline from Google Ads
$573,400
16
~58x
$144
A premium B2B podcast production studio had achieved product-market fit with its video podcast production service but relied heavily on referral and outbound efforts that capped lead flow. The primary sales motion — inviting prospects onto a podcast — created a bottleneck based on how many podcasts they could produce, and missed potential buyers who would never have been prospected one-on-one but would purchase the service.
Built a performance-driven Google Ads paid search program targeting high-intent commercial keywords in podcast production and corporate podcast services. The strategy centered on three pillars:
1) Precision keyword targeting
Launched with exact match keywords focused solely on commercial and transactional searches, then strategically expanded to phrase match after establishing performance baselines. This reduced CPCs and expanded reach while preserving budget for qualified traffic.Document ads and video promotion targeting sales-ready accounts directly. Lead gen forms with document ads generated 9 Salesforce leads at $103 cost per result.We determined the right signals about the target audience on the basis of different data sources and historical campaigns. Ensured marketing decisions are influenced by analytics.
2) Aggressive negative keyword management
Built a library of 814 negative keywords that filtered out personal podcast seekers, hosting queries, and unrelated searches. This single layer of protection dramatically improved traffic quality and lifted the sales-qualified lead rate.
3. Full-funnel optimization
Coupled keyword expansions with automated bidding strategies, driving quote form requests at $100 each by H1 2025. Conversion tracking tied directly to Salesforce to measure pipeline, not just form fills.
In H1 2025 (January–June), $9,937 in Google Ads spend generated 69 conversions, 47 Salesforce leads, 16 pipeline opportunities, and $573,400 in attributed pipeline.
Pipeline-to-spend ratio of ~58x — every dollar in ad spend generated approximately $58 in pipeline.
66% sales-qualified lead rate — 47 of 69 conversions became Salesforce leads, reflecting the precision of the keyword and negative keyword strategy.
25% opportunity conversion rate — 16 of 69 conversions generated pipeline opportunities, demonstrating traffic quality.
$95,567 average monthly pipeline on $1,656 average monthly ad spend, with 3 new opportunities per month.
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