B2B Google Ads Strategy That Will 2x Free Trial Conversions

"InterTeam doubled our weekly conversions in just four months, improving TOFU metrics, including CTRs, impressions, and impression share. They’re responsive, timely, and flexible."

Hannah Recker

Growth Advertiser, Coefficient

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Auditing Their Ad Campaign

During our audit, we uncovered a few key issues that were holding Coefficient’s campaigns back. For instance:

• Roughly $25k spent on 18 to 24, and 65+ demographics
• Over $21k allocated to lower-income thresholds
• $15k directed to “optimized targeting” in retargeting campaigns—meaning the budget was spent outside their target audiences

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Another issue we found was that their conversion tracking was not set up correctly. Some conversions were firing multiple times for a single conversion, while others didn’t register at all. This led to an 18% inflation in reported conversions, making it tough to get a clear view of actual campaign performance.

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We also found plenty of things they were doing right. For example, Coefficient had a solid overall campaign strategy that targeted individual connectors. This focused approach was a clear plus and showed real insight into their audience segments.

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‍Adjusting Coefficient’s Google Ads Strategy 

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‍Coefficient’s existing strategy was already on the right track, so we didn’t want to overhaul it completely. Instead, we focused on refining it so it would execute more effectively. 

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‍Lowering CPCs and CPLs With Better Segmentation And Ad Copy

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‍We developed new versions of Coefficient’s best-performing campaigns with better ad group segmentation across Google Ads—Search, Display, and YouTube.

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Originally, each campaign featured just two ad groups: one for Excel and one for Google Sheets. This meant each ad group had too many keywords. An overly broad ad group can lower ad relevancy scores, which often leads to higher cost-per-click (CPC) and higher cost-per-lead (CPL).

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To solve this, we expanded from two ad groups to 10 – 20 per campaign, each tailored to how users might search for Coefficient’s solution. This allowed us to tailor our ads to be keyword optimized for the group of keywords in that particular ad group, which improved our ad relevancy and conversion and reduced our CPCs and CPLs. 

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‍Retargeting High-Intent Website Visitors To Increase Conversion Rates 

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We introduced a range of new audiences—while excluding those that no longer aligned with Coefficient’s goals—and ended up creating over 350 custom retargeting audiences. By honing in on more relevant user segments, we were able to maximize the campaign’s impact where it mattered most.

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Before, Coefficient’s low-budget retargeting campaign funneled 90% of spend into “optimized targeting”. This meant they were showing a ton of ads to audiences outside of their targeting parameters. We completely restructured their approach, creating a super-refined retargeting campaign that focused on users who had signed up for free trials and pushed them to install the extension—one of Coefficient’s key objectives.

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We also launched campaigns targeting high-intent audiences like users who visited high-value pages (pricing, free trial, demo) but didn’t convert. By capturing these visitors, Coefficient could re-engage potential customers who were already showing strong interest and guide them one step closer to completion.

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Expanding Their Reach With An Omnichannel ApproachIn

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addition to refining Coefficient’s retargeting efforts, we launched YouTube, Responsive Display, Demand Generation, and HTML5 Ads. This gave our campaigns a good variety in terms of the creatives we were using and improved our overall conversion rates with an omnichannel approach.

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‍Tackling The Conversion Tracking Issues

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‍Early on, we discovered that conversion tracking wasn’t working as expected. Campaigns weren’t capturing data accurately—even though the problem had been flagged during our initial audit. At the same time, we were setting up new parameters for more advanced conversion events, like software installations.

These events were based on custom triggers built by Coefficient’s developers, and they were further complicated by the fact that the action took place within Google Workspace. To resolve this, we worked closely with both the Google Ads conversion tracking team and Coefficient’s in-house developers, meticulously ironing out every detail until the tracking finally worked as intended.

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Once these fixes were in place, we could optimize campaigns for down-funnel conversions—not just free trials. By accurately tracking installations and user interactions, we gained a clear picture of how campaigns were really performing and where to focus future efforts.

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‍Doubling Coefficient’s Weekly Conversions In 2 Months

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‍It took just two months for our efforts to show tangible results. By refining Coefficient’s strategy, we saw improvements across the board:

• 2x their weekly conversions 
• 633 Free Trial Sign-ups between September 2024 and January 2025
• Started tracking down funnel conversions like 132 App installations

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Many businesses run their own ad campaigns—often with decent returns. But having an outside perspective from professionals who live and breathe growth marketing can unlock entirely new levels of performance. 

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Ready to scale your business and generate more revenue?

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Book a call with us today, and let’s explore the tailored strategies that can take your advertising to the next level.