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Launching Conga's MQLs with Google Ads

Conga is a leading provider of Revenue Lifecycle Management solutions, helping businesses automate and optimize processes related to quotes, contracts, and documents. By enabling greater efficiency and accuracy across sales and legal operations, Conga empowers organizations to accelerate revenue, reduce risk, and improve customer experiences.

Industry

  • B2B – SaaS
  • Revenue Lifecycle Management
  • Enterprise Software

Services

  • Advertising
  • Google Ads
  • Facebook Ads
  • Creative Production

300%

Increase in YOY Qualified Leads

57%

Decrease in Cost Per Lead

84%

Increase in Branded Leads

100%+

Exceeded Annual MQL Targets

The Challenge

Conga is an enterprise SaaS company that provides businesses the ability to simplify and automate their approach to essential quotes, contracts, documents and processes that drive revenue and improve customer experiences.

Prior to working with Avalaunch Media, Conga had worked with several digital marketing agencies who managed their Google Ads account. They had seen average performance and were looking for an agency to really dig in, learn their industry and figure out how to optimize their Google ads. Their measure of success was generating more monthly qualified leads while lowering the total cost of acquisition.

The Approach

After reviewing the account, we found opportunities to improve display and YouTube audience targeting, create clearer differentiation between branded/non-branded campaigns where possible, expand their use of negative keywords for clearer targeting, and consolidate keyword themes. We also found opportunities to improve our remarketing efforts to capture more of our warm audiences. From there, we went through an extensive restructuring process to ensure that we capitalized on these opportunities for improvement, confident that these changes would enable us to increase overall qualified leads, while also decreasing their cost per lead acquisition.

01Account Audit & Opportunity Analysis

We took a deep dive into Conga’s existing Google Ads campaigns to uncover hidden inefficiencies, misaligned targeting, and areas of wasted spend.

02Strategy Mapping & Budget Reallocation

Our team mapped out smarter ways to segment campaigns, sharpen targeting, and reallocate budget toward higher-performing audiences and keywords.

03Full Account Restructure

We restructured Conga’s Google Ads account from the ground up, applying proven SaaS advertising best practices to drive stronger performance and clearer results.

04Experimentation & Continuous Optimization

Once live, we continually tested new audience segments, ad creatives, and bid strategies — evolving the campaigns week after week to maximize qualified lead generation and lower costs.
Screenshot of conversion analytics.

The Results

After conducting an in depth audit of their current Google Advertising, Avalaunch found numerous ways we could optimize the account and generate more qualified leads while reducing the overall cost per lead.

In just one year of working with Conga, we have seen incredible success. The campaign strategy used diversified ad account spending to display, remarketing, and more non-brand search. We increased conversions by 300% YoY (March – December) and decreased cost per conversion by 57%.

Avalaunch Media has nearly two decades of experience in working with B2B SaaS and tech companies and managing their Google Ads account to grow their monthly qualified leads. If you’re looking for a B2B Google Ads agency, please contact us today to set up an initial discovery call.

 

We Launch Brands, People, and Purpose

Ready to Launch?

Let's make it happen. The next step is simple. Please fill out the form and we'll reach out to schedule a discovery call. Or if you just can't wait to get started, please call us directly at 801-893-9431.

Ready to Launch?

Let's make it happen. The next step is simple. Please fill out the form and we'll reach out to schedule a discovery call. Or if you just can't wait to get started, please call us directly at 801-893-9431.

We Launch Brands, People, and Purpose