Bas-Innovation
Google Ads and HubSpot were aligned around relevant B2B leads and high-margin products. ROI increased from 0.95 to 1.20 within 8 months.
01 The challenge
Starting point
Starting point
BAS Innovation provides event branding and inflatable advertising systems. Irrelevant B2C leads wasted ad spend and created work for sales. There was also no shared data source for assessing the profitability of individual campaigns and products.
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.
Focus Google Ads on high-margin products and improve profitability
Connect HubSpot for lead qualification and revenue attribution
Improve lead quality and the handoff to sales
02 What we changed
What we changed
Higher-margin products and B2B audiences
We shifted budget toward high-margin products and prioritized relevant audiences using campaign data.
HubSpot integration
Leads were captured and scored automatically. Revenue data from HubSpot fed back into Google Ads to guide ROI-based decisions.
Account structure and ad copy
We simplified the campaign structure, reprioritized keywords and excluded irrelevant B2C traffic.
Connecting marketing and sales
Lead handoffs were defined and automated. Feedback from sales informed further campaign changes.
03 Results
Results at a glance
What this shows
Google Ads and HubSpot were connected around a shared data source. Budget shifted toward higher-margin products and relevant B2B audiences. Marketing and sales could assess lead quality and revenue attribution together.
04 Let's Talk
Let’s talk
Let’s plan your next step
Tell us where you are and what you want to achieve. In a free 15-minute intro call, we’ll give you an honest view of where we would start.
