UK B2B SaaS Platform: 5.4x Google Ads ROAS with Full Account Rebuild
PrimeSpark Solutions was spending $25,000/month on Google Ads with a cost per trial sign-up of $340, well above their viable customer acquisition cost. Poorly structured ad groups, untracked conversions via GTM, zero competitor conquesting, and no RLSA strategy meant the account was bleeding budget without strategic return.
Published: February 2026 · Timeframe: 4 months
Company Overview
- Industry
- B2B SaaS / Technology
- Campaign Duration
- 4 months
- Primary Service
- Google Ads Management
- Type
- Series A SaaS Business
- Status
- Active Client
The Challenge
PrimeSpark came to us after 18 months of self-managed Google Ads that had never been structurally optimised. The account showed all the signs of accumulated debt: bloated ad groups, near-zero Quality Scores on core keywords, and a conversion tracking setup that was firing duplicate events and misattributing offline deal closures.
- Cost per trial sign-up at $340, 2.4x above their breakeven CAC threshold
- Ad groups with 40–80 keywords each, destroying Quality Score across all campaigns
- Conversion tracking firing duplicate events via both GTM and hardcoded pixel
- Zero negative keyword library, 38% of spend on irrelevant broad match queries
- No competitor conquesting despite 12 named competitors bidding on their brand
- Smart Bidding stuck in permanent learning phase due to conversion data corruption
Our Solution
Phase 1: Tracking & Account Audit (Week 1–2)
Before touching any campaigns, we fixed the measurement foundation so Smart Bidding would have clean data to optimise against.
GTM Conversion Tracking Rebuild
Removed hardcoded pixel, centralised all conversion actions through GTM. Implemented distinct tracking for trial sign-ups, demo bookings, form completions, and phone calls with separate conversion values mapped to deal stage LTV.
Quality Score & Structure Audit
Ran a full Quality Score analysis across all 847 keywords. Identified 74% below QS 5, with the root cause being ad groups containing 40–80 unrelated keywords. Mapped the remediation to single-theme ad group (STAG) restructuring.
Search Term Waste Analysis
Pulled 90 days of search term data and identified $9,200/month in spend on queries with zero buying intent. Built the initial 600-term negative keyword library from this data before touching budgets.
Phase 2: Account Rebuild & Campaign Launch (Week 2–4)
With tracking fixed and waste identified, we rebuilt the entire account architecture from scratch around tightly themed ad groups and correct Smart Bidding configuration.
Ad Group Restructure & RSA Copy
Rebuilt all Search campaigns with 5–8 keywords per ad group maximum, each mapped to a specific search intent cluster. Wrote RSA copy with 8–10 keyword-relevant headlines per ad group. Quality Score average moved from 3.2 to 7.8 within three weeks of launch.
Competitor Conquesting Campaigns
Built dedicated conquesting campaigns targeting 12 named competitors. Structured ad copy around PrimeSpark's differentiators vs each competitor's known weaknesses. Competitor campaigns delivered a 4.2x ROAS from week two.
Performance Max & RLSA Launch
Launched a Performance Max campaign with audience signals built from past trial sign-ups and demo bookers. Simultaneously implemented RLSA campaigns with bid multipliers for website visitors who had viewed the pricing page, the highest-converting segment identified in the audit.
Phase 3: Smart Bidding Graduation & Scale (Month 2–4)
Once clean conversion data accumulated and Smart Bidding exited the learning phase, we systematically raised budgets and transitioned to Target CPA bidding calibrated to actual deal economics.
Target CPA Transition
Graduated all campaigns from Maximise Conversions to Target CPA once each hit 30+ clean conversions per month. Set initial CPA targets at 120% of actual CPA (conservative) and reduced to 90% of target CPA as data accumulated, without triggering learning phase resets.
Budget Scaling Protocol
Scaled monthly spend from $25k to $38k over 8 weeks using a 15% weekly increment rule, never increasing a single campaign's budget by more than 15% in a 7-day window to avoid Smart Bidding destabilisation.
Offline Conversion Import
Integrated Salesforce CRM data with Google Ads Offline Conversion Import, allowing Smart Bidding to optimise against qualified opportunity value rather than just trial sign-up volume, improving lead quality alongside volume.
Results & Impact
Up from 2.1x at engagement start. Maintained above 5x through the budget scaling phase.
From $340 to $133 per qualified trial sign-up over four months of structured optimisation.
Monthly trial sign-ups grew from 73 to 277, with lead quality scoring improving in parallel.
Across all active keywords, up from 3.2 at start of engagement. Directly reduced average CPC by 44%.
"DigiBlazon rebuilt our Google Ads from the ground up and the results were immediate. Our cost per trial dropped from $340 to $133 in four months while our volume nearly quadrupled. Their Search and PMax strategy is genuinely world-class."
Daniel Reeves
Head of Marketing, UK B2B SaaS Platform
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