Northline

The challenge

Northline's Google Ads account ran almost entirely on broad match keywords with no negative keyword list. Cost per lead was rising and the sales team said fewer than a third of form fills were sales-qualified.

What we did

• Rebuilt keyword architecture around buying-stage intent instead of generic product terms.
• Layered in an offline conversion import so Google could optimize toward closed deals, not just form fills.
• Added a weekly negative keyword review to cut spend on searches that never converted.
• Rebuilt two landing pages that were leaking paid traffic before it reached the demo request form.

“Qualified leads went up 312% in 90 days without raising our budget. They rebuilt our keyword structure around what our sales team actually closes.”