A B2B SaaS company discovered its Google Ads underperformance was rooted in broken attribution, not bad campaigns. By rebuilding conversion tracking, separating cannibalizing campaigns, and matching landing pages to intent before touching a single bid, the team cut cost per demo by 35 percent and improved pipeline quality across the board. This case study walks through the full diagnosis, structural fixes, and results, with lessons any B2B in-house team can apply.
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