Tailwind Marketing
About Client
Industry
B2B Services (IT Hardware Rental)
Type of work
Google Ads Optimization & Lead Qualification Strategy
The Challenge
An IT hardware rental company that only served businesses for corporate rental needs relied solely on Google Ads to drive business for them. For years, this is what kept the lights on for them.
Soon, algorithms changed, competition increased, and one day, they found themselves getting mostly personal, individual inquiries, and hardly one or two business inquiries.
What the Google Ads dashboard looked like on an average month.
Of the 165 inquiries, only 1–2 a month were real businesses. So most months, Google Ads closed zero deals.
In this case study, we’ll cover how we helped them decrease volume of personal inquiries, increase the number of business inquiries, and set up an alternative source of lead generation so they weren’t dependent on Google Ads alone.
An image of their Guard Rail product, targeted to homeowners who wanted to secure their decks/porches.
Our Strategy
Tighter Keyword Strategy, Better Negative Lists
Before writing a single ad, we filtered keywords based on their intent, and just as importantly, we built a negative keyword list from day one.
This early filtering helped Google understand who not to show our ads to. This is a crucial step when starting with modest budgets.
The Outcome
Filters in Ad Copies & Website Forms
Business-specific keywords didn’t carry much demand, so we hoped to filter leads with our ad copies and landing page forms.
We used business-specific terms in our ad copies.
We added more filters in the website form, such as ‘Company Name’ and ‘Quantity Needed’.
This instantly filtered out personal and individual inquiries, and also gave the client’s sales team more context for every inquiry that came in.
Results
Google Ads Results
In the first month, we saw higher click-through rates, lower CPCs, and over 90% relevancy in the inquiries that came in.
After verifying that the client was happy with the results, we scaled our efforts to drive more volumes of inquiries.
November 2024
April 2025
Over a period of 6 months, we more than doubled the number of inquiries they were receiving with the same budget, while reducing their cost-per-lead and CPCs.
We did this by improving quality scores, relevancy of ads and landing pages, learning from user behaviour, and improving targeting.
Expanding Lead Generation Efforts
We identified LinkedIn as a great place to advertise for this business.
Within a month of us starting LinkedIn Ads for them, they had more qualified business inquiries than they had seen in the two years before us from Google.
