Google Search Campaign: Cut Cost Per Signup 77% for B2B SaaS Testing Platform

Managed Google Search for a B2B SaaS platform in automated software testing over a year-plus engagement. The account was optimizing toward low-value actions while cost per conversion had climbed to $33.17 and the brand campaign was producing signups at $181 each, all against rising competitive pressure from major incumbents in the testing space.
Refocused optimization on account signups and demo bookings. Moved to Target CPA bidding, rebuilt the account into separated brand, non-brand, and competitor campaigns, narrowed geo targeting from six countries to the US and Canada with a dedicated US campaign, switched the landing page from the homepage to a dedicated browser-testing page matching search intent, and reactivated a competitor campaign to capture high-intent rival queries.
Results over 12 months:

Cost per signup: $33.17 to $7.76 (77% reduction)
Monthly signups and demo bookings: 240 to 964
Brand campaign: $181 to $20.14 per conversion, 1,200% volume lift
Location restructure: 40% MoM performance lift
Client renewed and scaled budget