4.2x ROAS on Google & Meta Ads for SaaS Brand

The Challenge

A B2B SaaS company was spending $15,000/month on Google and Meta Ads with a 1.8x ROAS — barely profitable. Their internal team had been managing the account but lacked the bandwidth for continuous optimization.

Key issues we identified in the audit:

• 68 active campaigns with no clear structure or attribution
• All campaigns using broad match keywords with no negatives
• Single landing page for all ad traffic (no message match)
• No retargeting campaigns
• Meta campaigns targeting audiences too broad (all of US, 18–65)

Our Approach

Week 1–2: Account Reconstruction

• Consolidated 68 campaigns into 12 focused campaign groups
• Implemented SKAG (Single Keyword Ad Groups) for top 20 converting keywords
• Added 180 negative keywords from 6 months of Search Terms data
• Set up proper conversion tracking with Google Tag Manager

Week 3–4: Landing Page Overhaul

• Built 4 dedicated landing pages matched to each ad group theme
• Added social proof (testimonials, logos) above the fold
• Reduced form fields from 7 to 3
• Added exit-intent popup with lead magnet offer

Month 2: Meta Ads Rebuild

• Narrowed audiences to job titles + company size (B2B targeting)
• Created 3 creative angles: problem-aware, solution-aware, comparison
• Built retargeting sequence: landing page visitors → trial users → paid conversion

Month 3: Scaling Winners

• Increased budget 20%/week on campaigns above ROAS target
• Launched LinkedIn Ads for enterprise segment ($50k+ ACV deals)
• Implemented offline conversion tracking for closed deals

The Results

After 90 days:

• ROAS: 1.8x → 4.2x
• Monthly leads: 47 → 132 (+180%)
• CPA: $320 → $153 (-52%)
• MQL-to-SQL rate improved from 22% to 38% (better audience targeting)

Key Lesson

The biggest gains weren’t from bidding changes — they came from account structure and landing pages. You can’t bid your way out of a broken foundation.