Attracted premium clients in the B2B niche through Google ads

About the client and challenges

Our client is a company that develops complex web solutions, specializing in large-scale custom projects: big e-commerce platforms, medical portals, systems with thousands of products and integrations. The average check starts from $5,000, and the ideal client is businesses with budgets from $20,000+.

There is almost no demand for expensive custom projects - the audience does not articulate needs this way.

It is difficult to filter out non-targeted clients and focus on those who can pay.

What we did

We analyzed the market and semantics. We researched keywords and confirmed that most traffic is low-cost. We focused SEO pages on queries from the "complex solutions" segment (medical sites, portals, automotive topics, e-commerce). We highlighted landing pages with the highest potential for advertising.

We launched Google Ads advertising. We chose Google Ads as the main channel. In the ads (in the headlines and descriptions), we added a minimum cost of $5,000 to immediately filter out non-targeted clients. Campaigns were built around clear landing pages without audience mixing.

We optimized and scaled. We started with Ukraine, then added Kazakhstan and other countries. We scaled campaigns by geo and topics, controlling segmentation. We implemented micro-conversions (time on site, page views, interactions) as intermediate goals. After optimization, we shifted focus to lead generation.

We launched PMAX to increase reach. We received a surge in applications but a decrease in their quality. We noted a clear difference: Search yields fewer but higher-quality leads, while PMAX generates more but requires filtering.

Results (2nd month of work)

Investments: 19,000 UAH

Clicks: 2,238

Average cost per click: 19.72 UAH (≈ $0.5)

Conversions: 128

Average cost per conversion: 148 UAH (≈ $9)

Conversion breakdown:

Form submissions — 55 (≈ $9 per application)

Visits to the contact page — 19

Visits to the site for 30+ seconds — 193

Visits to the site for 15+ seconds — 247

Phone clicks — 1

Already in the second month, the client received the first targeted applications with budgets from $5,000+, confirming the correctness of the chosen strategy. It is especially important that quality leads cost only $9 per application, and among them, the company received real clients with checks of $5K+.

The client was satisfied with the collaboration, as relatively small investments managed to attract not just traffic, but specifically a paying audience that aligns with business goals.

How we overcame challenges

To filter out the audience looking for cheap solutions, we immediately highlighted the minimum project cost (from $5,000) in the ad headlines and directed traffic to specially selected landing pages. This allowed us to reduce the number of low-quality clicks and lower the average application cost to ≈ $9, while obtaining paying leads.

We built optimization on macro and micro conversions. We tracked time spent on the site (247 sessions of 15+ seconds, 193 — 30+ seconds), transitions to the contact page (19), and form submissions (55). This allowed us to understand which campaigns bring quality audiences.

Performance Max initially gave a sharp increase in applications. We focused on search campaigns (Search), which, although they provided fewer leads, brought applications with budgets from $5,000+ and actual clients with large checks.

Recommendations for further work

Call-tracking - implement call tracking and assess the real quality of leads.

Single Page Landing - create separate landing pages for key cases for higher conversion.

Video for AIDA in PMAX - improve application quality through audience segmentation.

YouTube In-stream - scaling and branding with a strong hook in the first 5 seconds through video creatives for advertising on YouTube.

Conclusions

We helped the client occupy the premium segment in a competitive niche, correctly filtering out non-targeted clients. In 2 months, we achieved 128 conversions, with an average application cost of $9 — and this is in a niche with checks starting from $5,000.