Case Study
13,102 monthly Google Search conversions at $6.01 each
Rebuilding paid acquisition for a B2B collaboration platform.
Four15 rebuilt the paid search account for an established collaboration software company, replacing a broad, inconsistently organized structure with campaigns built around specific use cases, templates and markets. By April 2024, Google Search recorded 13,102 conversions on $78,744 in spend.
That was 2,402 more reported conversions than March, a 22% increase. The team added volume by increasing investment, with average cost per conversion moving from $5.06 to $6.01. The weekly notes described the gain as approximately 2,400 additional signups.
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Google Search
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March 2024
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April 2024
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|---|---|---|
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Reported conversions
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10,700.31
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13,102.00
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Ad spend
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$54,146.75
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$78,743.63
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Cost per conversion
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$5.06
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$6.01
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Source: monthly Google Search table embedded in the May 7, 2024 call notes. Platform-reported conversions include fractional attribution. These figures measure acquisition events, not paid subscriptions or revenue.
The January 2023 audit found an account with limited recent maintenance, duplicate keywords, inconsistent geographic settings and too little separation between different types of search intent. Almost 2,000 active keywords were concentrated into just nine ad groups. Some ads also pointed to unsuitable landing pages.
Measurement was a larger obstacle. The account relied primarily on signup tracking, while Salesforce and other sources showed substantially different signup totals. A low-cost registration did not necessarily represent an activated user, a qualified prospect or a future paying customer.
Four15’s job was to improve both the acquisition system and the decisions behind it: match searches to relevant experiences, control where spend went, and help the client distinguish signup volume from business value.
By 2022, reported annual sales from paid media were 125% above the 2020 level. Quote volume grew 49%, while the ratio of reported sales to quotes rose from approximately 10% to 15%. The commercial result improved faster than inquiry volume, although the annual ratios are not matched-cohort conversion rates.
The sales growth required additional investment; it was not achieved by cutting the overall media budget. The improvement was in the reported media cost of acquiring each sale, which declined approximately 12% across the three-year comparison.
The Google rebuild began around March 10, 2023. Four15 reorganized keywords, rewrote ads and sitelinks, and created campaigns for templates and use cases. The team reviewed historical campaigns for useful keywords, removed irrelevant terms and used search-query analysis to improve relevance.
This gave searches for mind maps, whiteboards, diagramming and other collaboration tasks more specific campaign treatment. The work continued in 2024 with keyword expansion, responsive search ads, dynamic search campaigns and landing-page tests.
Four15 reviewed geographic coverage, devices and schedules, then reintroduced international markets with a more deliberate structure. Later work compared country-level performance and separated European markets according to acquisition costs. The team also tested bidding approaches and reviewed which campaigns warranted additional investment.
Audience restrictions were evaluated against actual performance. When a tightly targeted account-list strategy produced very little search volume and high signup costs in fall 2023, Four15 recommended returning to the broader search approach used earlier in the year. That willingness to revisit targeting mattered in an account with changing objectives.
The team audited conversion tracking, tested offline imports and reviewed work-email versus personal-email signups. It also evaluated deeper funnel stages and worked with the client on conversion values and reporting definitions. As signup events changed in 2024, reporting was updated to reflect the new events.
That work made the limitations visible as well as the opportunities. Acquisition volume could be optimized directly; revenue attribution remained more difficult because lead quality, event definitions and the connection to sales outcomes were still evolving.
April’s 13,102 reported Google Search conversions represented a 22% increase over March. Media spend increased by $24,597, equivalent to approximately $10.24 for each additional reported conversion. This is a period-over-period calculation, not a controlled estimate of incremental customers.
For an established software company, the value of the engagement was a rebuilt acquisition program and a clearer basis for managing scale. The documented win is Google Search volume at a $6.01 average conversion cost; the supplied records do not establish a corresponding increase in revenue or profit.