265.95% Growth in Won Deals: How PPC Optimization Improved Lead Quality

Solution

The Promodo team applies a coherent approach. We know that thorough analysis is essential before launching any new marketing strategy, so we started with a full audit of the client’s analytics systems, and only after that moved to the PPC strategy optimization. 

Analytics & Tracking Improvements

Problem 1: Inconsistent Conversion Tracking

First, we noticed that the client had inconsistent conversion tracking across multiple platforms. 
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It’s a common challenge for businesses when platforms like Google Analytics, Google Ads, Meta, and CRM report different results. This makes it difficult to determine which channels are actually driving specific outcomes.

That’s why our first step was to unify and stabilize conversion tracking across all systems. We aligned Google Ads, GA4, CRM (HubSpot/Salesforce), and Power BI. We also audited event logic, corrected tag configurations, and standardized attribution rules. 

These measures significantly reduced data gaps and made CRM data the primary, reliable source of information for decision-making.
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Problem 2: Unclear Lead Attribution

Next, we tackled attribution for the client’s complex B2B funnels. 

Since Customs Support Group operates in the European market, its website must comply with Consent Mode. 

Consent Mode V2 is Google’s updated system for managing user consent for data collection in the EU. It ensures GDPR compliance by controlling how Google tags (GA4, Google Ads, etc.) collect and use personal data.

This means that for tracking, ad personalization, and remarketing, consent must be obtained from end users located within the European Economic Area before their personal data can be used.

Because many users don’t opt in to Consent Mode, a large portion of leads were classified as unassigned or direct. What’s more, many unidentified leads resulted from incomplete form tracking and misaligned event configurations.

Promodo’s analytics experts resolved these issues. We made lead source attribution fully transparent. Marketing and sales teams could confidently identify which campaigns were driving MQLs, SQLs, and revenue. This improvement provided a solid foundation for future data-driven PPC decisions and more efficient budget allocation. 
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PPC Ads Management

PPC Strategy Creation

Once we had settled the correct conversion tracking, we moved on to developing a new PPC strategy.  

Defined the primary business goal: consistent generation of high-quality leads (MQLs and SQLs). Early in the collaboration, the client also refined their internal lead qualification process, focusing only on higher-value leads.

Agreed on priorities by country, language, and key services—specifically focusing on promoting customs brokerage, customs consulting, and Customs-as-a-Service 

Mapped conversion actions: identified which website actions counted as main conversions versus micro-conversions, providing clarity for campaign tracking and optimization. 

A conversion was defined as a fully completed contact form submitted by a target user. This means not just any form submission, but specifically inquiries from the relevant B2B audience. Individual requests are not considered conversions for this client and are excluded from the sales funnel. Additionally, all other types of forms were separated from the main conversion event and classified as secondary actions (micro-conversions).

Launching Paid Ads

The customs and trade solutions niche has a very limited number of relevant search queries, which is another challenge for the paid promotion. That’s why we built the advertising account using a highly segmented structure by addressing key differences across:

• countries
• search languages
• user intent

For each country, we launched separate campaigns in two languages:

• The native language to capture local queries with stronger intent and higher trust.
• English to target expats, international companies, and import/export businesses searching for services in English.
  
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We created the keyword lists separately for each language to reflect local search phrasing, business terminology, and actual demand in each market. As a result, we run campaigns covering 11 European geographic locations for precise targeting and better control over performance across markets.

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Paid Ads Optimization

Promodo’s PPC team constantly worked on the paid ads optimization to increase the amount and quality of leads.

Performance Analysis

For this matter, we implemented continuous performance analysis across several layers. We regularly evaluated campaigns by geography with additional breakdowns by search language (native vs. English) and search intent (commercial vs. informational). This approach allowed us to better understand how different audiences searched for customs and trade services.  

Landing Pages Update

We keep emphasizing that the comprehensive work is a key to success. In summer 2025, the client launched a website UX/UI and landing pages update. It became an important step in improving the effectiveness of paid traffic. The updated pages provided clearer messaging and a better user experience. It positively influenced conversion performance.

Industry Specifics and Audience Behavior Analysis

During our ongoing collaboration, we maintained close communication with the client for a better understanding of the industry specifics and audience behavior. 
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One important insight emerged: more and more users were trying to find custom solutions using AI tools.

Based on this insight, we developed campaigns that highlighted a key message: while AI can make mistakes, the client’s specialists rely on real expertise and experience to deliver precise, tailored solutions.

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External Market Changes Monitoring

We also closely monitored external market changes that could impact demand. For example, increased tariffs introduced by the United States on European goods created new trends in search behavior. By quickly identifying these emerging keywords and integrating them into our campaigns, we managed to capture additional relevant demand and keep the strategy aligned with current market conditions.
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Focus on High-Value Leads

The client’s main business objective was not simply to increase the number of leads, but to attract larger deals with higher potential contract value. That’s why campaign optimization focused primarily on lead quality and user intent.

First, we reviewed the keyword semantics across each geography and language segment. Informational queries and overly broad search terms that rarely resulted in high-value deals were minimized.

To increase the number of high-value opportunities, we:

• analyzed which countries and language segments historically generated more valuable leads;
• identified segments where English-language traffic (expats, international companies, and global import/export businesses) showed higher average deal potential;
• gradually reallocated budgets toward campaigns and geographies that generated fewer leads overall but delivered higher-value opportunities.

As a result, campaign decisions were no longer based on the lowest cost per lead, but on the potential value of each deal.
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Results

The updated analytics logic and PPC strategy helped the client attract more qualified opportunities and improve the overall business impact of paid traffic.

The number of Closed Won deals increased by + 265.95%
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In addition, the PPC campaigns managed by Promodo helped secure several large contracts, which significantly increased the Total Opportunity Amount and strengthened the overall business impact of paid acquisition.

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Struggling With Low-Quality Leads From PPC?

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