How We Drove 8x Growth in B2B Lead Generation
Industry: B2B / Professional Services
Service: Paid Search, SEO & Analytics
Result: 8x increase in qualified lead generation
The Challenge
A B2B client came to NuBreed generating a small, inconsistent trickle of leads from digital channels — enough to justify the spend, but nowhere near enough to support the sales team's growth targets. The core issues: campaigns were built around broad, top-of-funnel keywords that drove traffic but not qualified leads, there was no lead scoring or attribution model connecting marketing spend to actual sales pipeline, and organic search visibility for the brand's core service terms was minimal.
The business needed a fundamentally different strategy, not just more budget behind the existing approach.
Our Approach
NuBreed rebuilt the client's lead generation engine around qualification and measurement, not just volume:
Intent-based keyword strategy. We shifted paid search targeting away from broad, top-of-funnel terms toward higher-intent, decision-stage keywords that better matched how the client's actual buyers search.
Landing page and offer redesign. Generic contact forms were replaced with offer-specific landing pages tailored to each buyer persona and stage of the funnel, improving both conversion rate and lead quality.
Lead scoring and attribution. We implemented a lead scoring model and multi-touch attribution setup in analytics, so the sales team and marketing could agree on what counted as a "qualified" lead — and so budget could be directed toward the channels and keywords producing them.
SEO foundation build. In parallel, we built out core service pages and supporting content to capture organic search demand for the client's primary service categories, reducing long-term dependence on paid spend alone.
Continuous funnel testing. We ran ongoing A/B tests on landing pages, ad copy, and offers, using the lead scoring data (not just raw conversion counts) to determine what was actually working.
The Results
Within the engagement period, qualified lead generation grew 8x over the client's starting baseline — driven by a combination of better-targeted paid campaigns, improved landing page conversion, and a growing share of organic traffic that hadn't existed before.
Why It Worked
The turning point wasn't a bigger budget — it was redefining what counted as success. Once marketing and sales agreed on a shared definition of a qualified lead, every subsequent decision (which keywords to target, which pages to build, which ads to run) could be optimized against that definition instead of vanity metrics like raw traffic or form fills. That alignment, paired with an SEO foundation to reduce paid dependency, is what made the growth durable rather than a short-term spike.
Ready to Scale Your B2B Pipeline?
If your marketing and sales teams don't share a common definition of a qualified lead, that's usually the first place to look before increasing spend. Get a free consultation with NuBreed's team.
How We Cut Branded Search CPA by 49% Without Sacrificing Volume
Industry: National Retail Service: Paid Search (Google Ads) Management Result: 49% reduction in cost-per-acquisition on branded search campaigns
The Challenge
A national retail brand came to NuBreed already running branded search campaigns in-house, but their cost-per-acquisition had been climbing steadily for over a year. Their internal team suspected the problem was rising CPCs, but a deeper audit told a different story: budget was being spread too thin across low-intent match types, bid strategies weren't aligned to actual conversion value, and negative keyword lists hadn't been updated in over a year — allowing irrelevant search traffic to eat into spend.
Our Approach
NuBreed's paid search team rebuilt the account structure from the ground up:
Match type consolidation. We moved the account toward tightly themed exact and phrase match groups, cutting wasted spend on broad, low-intent queries.
Negative keyword overhaul. A full audit and ongoing weekly negative keyword process eliminated irrelevant traffic that had been quietly inflating CPA for months.
Bid strategy realignment. We shifted from manual CPC bidding to a value-based automated bid strategy, feeding Google's algorithm cleaner conversion data so it could optimize toward actual revenue outcomes, not just clicks.
Ad copy and landing page testing. Continuous A/B testing on ad copy and landing page experiences improved quality score, which lowered CPCs across the board.
Weekly reporting cadence. Rather than a monthly check-in, we reviewed performance weekly for the first 90 days so we could react quickly to any shifts in the account.
The Results
Within the first quarter of managing the account, branded search CPA dropped by 49% — while maintaining the same overall lead volume the client had come to rely on. Just as important, the improvements were durable: efficiency gains held steady over the following year rather than fading after an initial optimization push.
Why It Worked
The core lesson from this engagement: branded search is often treated as "safe" or "set it and forget it" because it converts well by nature. But without ongoing account hygiene — clean negative keyword lists, tight match types, and bid strategies aligned to value — brands routinely overpay for traffic they'd get more efficiently with a better-structured account.
Ready to Lower Your CPA?
If your branded search campaigns haven't been fully audited in the last six months, there's a good chance you're leaving efficiency on the table. Get a free consultation with NuBreed's paid search team.
