43% less traffic. 34% more RFQs.
How a manufacturer improved lead quality and conversion efficiency after low-quality paid traffic had inflated website sessions.
Client: Components Manufacturer
Challenge
The client had a classic paid media quality problem: prior unmanaged campaigns were sending large amounts of low-quality traffic. That made total website sessions look stronger than the underlying lead performance. The goal was not to preserve vanity traffic; it was to improve the number and efficiency of qualified inquiries.
Approach
FoundHive managed Google Ads and Microsoft Ads around conversion outcomes rather than raw traffic. Reporting focused on RFQs, form submissions, calls and conversion rate so changes in traffic quality were visible. Improved Google Ads efficiency was identified as the number-one reason RFQs increased year over year.
What FoundHive managed
- Google Ads campaign management
- Microsoft Ads campaign management
- Conversion tracking for forms and phone calls
- Performance reporting focused on RFQs and conversion rate
A smaller traffic number can be a positive outcome when poor traffic is removed and high-intent conversion activity increases.
Results
| Metric | Result |
|---|---|
| Website traffic | 3,901 sessions |
| RFQs | 51 |
| Conversion rate | 3.64% |
| Google Ads conversions | 42 |
| Microsoft Ads conversions | 6 |
| Google Ads share of conversions | 44.6% |
Why it matters
This is a strong result because it rejects a common vanity metric. Sessions fell sharply, but RFQs and conversion rate improved. The program became more useful to the business even though the top-line traffic graph got smaller.
The client cut through low-quality traffic and improved the metric that mattered: RFQs rose 34.2% while website traffic fell 43.3%, and conversion rate increased 270.5%.
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