Stop Paying for Window Shoppers: The B2C to B2B Shift
SaaS company pivots targeting for qualified enterprise leads
"The shift from B2C to B2B targeting was game-changing. We went from chasing small accounts to landing enterprise deals."
The Challenge
This SaaS company was attracting individual users and small businesses when their product was built for enterprise. Marketing spend was generating leads that sales couldn't convert.
The Strategy
Target enterprise intent keywords, use LinkedIn data for B2B targeting, and create case-study-driven landing pages that address enterprise concerns.
Our Solution
We completely repositioned their Google Ads strategy around enterprise keywords, implemented account-based targeting, and created content that spoke to decision-makers rather than end-users.
Before & After Comparison
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The Results
Lead quality improved dramatically with 7.8x ROAS. Average deal size increased 3x and the sales team reported much higher quality conversations.
Campaign Performance Dashboard
Real-time campaign metrics
ROAS Trend
Return on ad spend over time
Lead Quality
Leads and qualification rate
Implementation Timeline
Started 2025-05-01 - 5 months engagement
Strategy Pivot
B2B targeting research
Content Creation
Enterprise-focused assets
Optimization
Continuous improvement
Key Takeaways
- B2B requires different messaging than B2C
- Enterprise keywords have higher intent
- Case studies convert enterprise buyers
- Lead quality beats lead quantity
- Sales and marketing alignment is critical
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