How Oakline cut 64
campaigns down to 9.
Client
Oakline
Industry
B2B SaaS
Services
Paid search
Timeline
6 months
3x
Qualified pipeline
-38%
Cost per demo
9
Campaigns, down from 64
£1.2M
Pipeline added
At a glance
01
The challenge
02
Our approach
03
The results
Services used
Paid search
CRM integration
Landing pages
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01
The challenge
Oakline's Google Ads account had grown campaign by campaign for five years. Budget was spread so thin that smart bidding never had enough data to learn.
Demo requests were flat, and nobody could say which keywords actually led to customers.
02
Our approach
We grouped every keyword by buying intent, connected the CRM so Google could see real pipeline, and rebuilt the account from 64 campaigns to 9.
1
Map the intent
Every keyword sorted into problem, solution and brand searches.
2
Connect the CRM
Offline conversions sent back so bidding learns from pipeline, not form fills.
3
Consolidate
64 campaigns merged into 9 with enough data to optimise.
“For the first time our search spend lines up with pipeline. Sales noticed the change before we showed them the numbers.”
Marcus Lee
VP Marketing, Oakline
03
The results
Cost per demo fell 38% in eight weeks. Six months later, qualified pipeline from search has tripled on the same budget.
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