How a data-first PPC strategy helped a B2B financial services company improve lead quality, engagement and conversion activity.
41%
Increase in conversion rate
66%
Increase in paid traffic users
100%
Increase in completed lead forms
150%
Increase in contact form submissions
The Challenge
The client, a B2B financial services company focused on tax-related solutions, had an active PPC program but needed more than traffic.
They needed better-fit paid search visitors and more lead activity. Spectrum reviewed keyword targeting, ad assets, and bidding strategy to improve performance.
Key takeaway
The campaign improved because the strategy focused on buyer intent, not just clicks. Better targeting helped more qualified visitors reach the site and take action.
What Changed
Before Optimization
After Optimization
Results That Moved the Account
More Qualified Traffic
✓ 66% increase in paid traffic users
✓ 60% increase in new users
✓ 63% increase in sessions
Stronger Engagement
✓ 71% increase in page views
✓ 20% increase in average session duration
✓ 3% lower bounce rate
More Lead Activity
✓ 63% more goal completions
✓ 58% increase in phone calls
✓ 100% more completed lead forms
✓ 150% more contact us forms
Why this matters
For B2B paid search, more traffic only matters when it brings the right people to the site. The strongest campaigns connect keyword intent, ad experience, landing-page behavior, and conversion data.
How We Did It
Refined Keyword Targeting
Excluded poor-fit searches and focused spend on terms that matched buyer intent.
Improved Ad Assets
Used leaf from extensions and clearer messaging to make the next step easier.
Adjusted Bidding Strategy
Started with data gathering, then shifted toward conversion-focused bidding.
Continued Testing and Refinement
Ongoing optimization based on performance data, not assumptions.
What to look for
Red flags
“PPC performance improves when the account is managed around buyer intent, not just traffic volume.”
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