The challenge
NorthPeak was spending heavily on Google Ads with almost no visibility into what was working. Conversion tracking was broken, campaigns were structured by product rather than intent, and broad match was quietly burning budget on irrelevant clicks.
What we did
We rebuilt conversion tracking from the ground up - server-side events, proper offline conversion import from their CRM, and value-based bidding. Campaigns were restructured around search intent, with tight ad groups, dedicated landing pages, and a rolling negative-keyword programme. We introduced a weekly ad-testing cadence and a shared reporting dashboard.
The outcome
Within one quarter, ROAS climbed from 1.8x to 4.3x, cost per lead fell 47%, and qualified demo bookings rose 68% on a flat media budget. NorthPeak now reinvests the saving into content that feeds the top of the funnel.
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