Bas-Innovation
Many enquiries were not a fit for BAS Innovation. We connected Google Ads with HubSpot and focused on relevant B2B customers. ROI rose from 0.95 to 1.20 in 8 months.
01 The challenge
Starting point
Starting point
BAS Innovation sells event branding and inflatable advertising systems. Many enquiries came from consumers who were not a fit for its offer. That cost ad spend and sales time. The team also lacked a clear view of which campaigns and products paid off.
The brief
Grow profitability through data-driven Google Ads focused on high-margin products, and use a HubSpot integration to lift lead quality and revenue attribution for the long run.
Put more budget into products with higher margins
Use HubSpot to see which enquiries turn into customers and revenue
Win relevant enquiries and hand them over to sales
02 What we changed
What we changed
Budget for the right products
We put more budget into higher-margin products and focused the ads on relevant B2B customers.
From enquiry to revenue
HubSpot captured and scored enquiries automatically. Revenue data went back into Google Ads, so campaigns could learn which enquiries actually brought in money.
Fewer irrelevant clicks
We simplified the campaigns, reprioritized keywords and excluded irrelevant consumer searches.
Marketing and sales work together
We defined and automated the handoff to sales. Their feedback helped us improve the campaigns further.
03 Results
Results at a glance
What this shows
Google Ads no longer showed just enquiries. With HubSpot, the team could also see which ones led to revenue. Marketing and sales could focus the budget on relevant customers and higher-margin products.
04 Let's Talk
Let’s talk
What do you have in mind?
Let’s talk for 15 minutes. Tell us what you want to do and where you’re getting stuck. We’ll tell you honestly where we would start and whether we can help.
