Case study · B2B · The SaaSy People
+17% qualified leads
Rebuilding a Google Ads Lead Engine for an Award-Winning BPO
The SaaSy People had traffic and enquiries. What they didn't have was a lead engine they could actually rely on.
The brief
The SaaSy People are a multi-award-winning UK provider of outsourced customer support and onboarding, alongside expert implementation of CRM and telephony platforms including Zendesk and monday.com. They came to us to turn a Google Ads account that was already generating activity into a reliable, long-term lead generation engine.
The challenge
The account spanned multiple markets, offers, and partner products, which had created complexity without control. Keyword targeting was broadly sensible, but the account leaned heavily on maximise clicks bidding, a strategy built to spend budget rather than find the searches most likely to convert. Quality Scores on non-brand keywords were low, costing impression share and driving up costs in a market where customer service outsourcing and software integration keywords already carry punishing CPCs. The foundations were there. The structure and strategy to scale them profitably weren't.
What we did
We rebuilt the account around a more controlled, scalable framework capable of supporting multiple offers without losing performance. Campaign structure was refined for more precise budget allocation, keyword coverage expanded thoughtfully with new match types, and negative keyword lists kept under constant review to protect against wastage. Bidding strategy moved decisively away from traffic-led targets toward conversion-focused bidding. Ad copy and landing page alignment were tightened throughout, lifting Quality Scores and recovering impression share the account had been losing to rank.
The result
+17%
qualified leads
Comparing full-year 2024 to full-year 2025
Achieved in one of the most competitive, highest-CPC verticals in UK paid search.
Get results like these
“Since partnering with James and team, they have transformed our lead pipeline... It's not just the significant increase in volume, the quality and relevance of the enquiries we now receive are markedly better. Their strategic approach and proactive management have made Miller Digital an invaluable and trusted partner for our growth.”
More work
More results like this
E-commerce 5.4x ROAS
+141% YoY
Rebuilding Google and Meta as One Growth Engine
Ancient Warrior had worked with agencies before, with moderate results and low expectations of what was actually possible. We set out to change that.
Read the case study
Fourfourtee E-commerce 4.5x ROAS
Getting a New Product Category Right From Day One
Fourfourtee needed strong ROAS from the very first month. There wasn't room to learn on the job.
Read the case study
E-commerce 26.7x ROAS
+61% YoY
How We Tripled Profitability for the UK's Leading Hot Tub Brand
Lay-Z-Spa were spending at serious scale on Google Ads, but growth was starting to cost them margin, not build it.
Read the case studyGet in touch
How can we help?
Fill in the form and we’ll be in touch to arrange a 20 minute discovery call.
