B2B Lead Generation for a Corporate Service Provider in Saudi Arabia: Case Study
A leading corporate service provider in Saudi Arabia had run Google Ads for seven years without getting its cost per qualified lead under control. We made every lead trackable to the campaign, keyword and page that produced it, fed lead quality back into Google Ads, and cut the average cost per lead by 40%.
| At a glance | |
|---|---|
| Client | Leading corporate service provider in Saudi Arabia: legal, business setup and tax structuring for global companies |
| Market | KSA |
| Model | B2B lead generation, engagements of AED 100,000+ |
| Platforms | Google Ads, LinkedIn Ads |
| Results | 40% lower average cost per lead; landing page conversion roughly doubled (~1.5% to ~3.1%); 75% lower cost per proposal submitted |
Client name withheld under our confidentiality agreement.
What was the challenge?
The client serves major global companies that need legal expertise and the ability to execute complex business setups and tax structuring across multiple jurisdictions. Engagements are worth AED 100,000 or more, and the typical buyer is highly sophisticated.
They had run Google Ads for seven years, but their cost per qualified lead stayed high. They came to FlyRobin with two goals: make the funnel trackable, and make it more efficient in return on investment.
What did we do?
We took over the account and audited the website, the ad account, Google Tag Manager and Google Analytics. Two problems drove the high cost per qualified lead: landing pages converting at only ~1.5%, and gaps in lead-quality tracking that left the team unable to optimize for anything beyond raw lead volume.
- A quick win on conversion. We moved traffic from the underperforming landing pages to the main website, which converted better.
- Lead-level tracking in the CRM. With the client’s CRM team, we restructured the lead fields and built a dashboard that captured UTM parameters for every lead. For the first time, the team could see which campaign, keyword and page combinations drove revenue, and which were leaking budget.
- CRM quality fed back into Google Ads. We connected the CRM to Google Ads so lead-quality data flowed back into the algorithm, letting it optimize toward higher-qualification, higher-value companies.
What were the results?
The average cost per lead fell 40%, landing page conversion roughly doubled from ~1.5% to ~3.1%, and the cost per proposal submitted fell 75%.
As tracking and CRM feedback took effect, Google Ads shifted spend toward the searches that produced better companies. Qualified leads grew from 53 a month at the start to 190 by month 12, and half of all leads were qualified by the end.
What can B2B service firms take from this?
- Make every lead traceable before optimizing. Without UTM data on each lead in the CRM, the team could only optimize for volume. After seven years of spend, the team still could not see which keywords produced real clients.
- Question your landing pages. Dedicated landing pages are not automatically better. Here, moving traffic to the main website lifted conversion straight away.
- Feed lead quality back into Google Ads. When the algorithm knows which leads were good, it can bid for more companies like them, not just more form fills.
- Measure cost per proposal, not cost per lead. For high-value engagements, the number that matters is what it costs to reach a real proposal. Here it fell 75%.
How we did it, by platform: Google Ads for high-intent searches · LinkedIn Ads for decision-makers at target companies · Lead generation for the full system. See more case studies.
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