More conversions. Fewer clicks. Far better efficiency.
How a B2B manufacturer more than doubled Google Ads conversions year over year while reducing cost per conversion by 45.5%.
Client: Industrial Manufacturer
Challenge
The client needed paid search to generate more meaningful manufacturing inquiries without relying on a proportional increase in click volume. The program also needed cleaner conversion measurement so media performance could be judged against RFQs, contact forms and other high-intent actions rather than traffic alone.
Approach
FoundHive managed Google Ads alongside HubSpot-based conversion and source tracking. The operating focus was efficiency: manage the search program against qualified actions, monitor the relationship between spend, clicks and conversion volume, and use HubSpot and website conversion data to keep the reporting tied to actual inquiry behavior.
What FoundHive managed
- Google Ads campaign management and optimization
- Conversion tracking across RFQ, contact and other high-intent actions
- HubSpot source tracking and performance reporting
- Ongoing analysis of conversion rate and cost per conversion
Clicks declined 9.6% year over year while conversions increased 103.9%. The improvement was therefore not simply a function of buying more traffic.
Results
| Metric | Result |
|---|---|
| Google Ads conversions | 675 |
| Cost per conversion | $84.88 |
| Google Ads conversion rate | 5.11% |
| Form submissions | 243 |
| Website form submissions | 411 |
| Website sessions | 26,309 |
| RFQs | 182 |
| Contact forms | 229 |
Why it matters
The strongest part of the result is the efficiency pattern. The client generated substantially more conversions even though paid clicks were lower year over year. That gives the case study a stronger business story than traffic growth alone: the paid program produced more high-intent actions from the traffic it was already buying.
The manufacturer more than doubled Google Ads conversions while lowering cost per conversion 45.5% — proof that better paid search is about qualified demand, not just more clicks.
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