Skip to content
Case Study · Google Ads / PPC Management
IT Company: Conversion Turnaround
How Hop2TheTop replaced an internally managed, underperforming Google Ads account with a structured PPC strategy — dramatically increasing conversions for a B2B IT services company.
Conversion volume
↑↑↑
dramatic increase
Traffic quality
High
vs. broad before
Landing pages
Rebuilt
optimized for CVR
Management
H2T
replaced internal team
The Problem
Internal management with no real structure
Like many companies, this IT firm was managing its own Google Ads account in-house. Without the proper settings, campaign structure, and targeting strategy, the account was pulling in broad, low-intent traffic — spending budget on clicks that had little chance of converting into qualified leads.
Objective
Replace broad traffic with high-intent conversions
The goal was to overhaul the account from the ground up — tightening targeting, restructuring campaigns, and pairing the ads with landing pages built to convert — turning the same (or lower) ad spend into a meaningful pipeline of qualified IT leads.
What We Did
Step 1 · Audit
Full account audit
Identified the root causes of poor performance: overly broad match types, weak campaign structure, misaligned keywords, and landing pages that weren’t built to convert B2B IT buyers.
Step 2 · Restructure
Campaign rebuild with proper structure & settings
Campaigns were rebuilt with tightly themed ad groups, the right match type strategy, and refined bidding — ensuring budget was only allocated to traffic with genuine purchase or inquiry intent.
Step 3 · Landing Pages
Landing page optimization
Landing pages were optimized to match the intent of searchers — with clear messaging, strong calls to action, and layouts designed to convert IT decision-makers into leads.
Step 4 · Ongoing Management
Proactive optimization cadence
Regular, proactive account management was put in place to continue improving performance over time — moving away from the passive internal approach that had left the account stagnant.
Results
Conversions through the roof
- ✓Conversion volume increased dramatically after the new strategy was implemented.
- ✓Traffic quality improved significantly — fewer irrelevant clicks, more qualified leads entering the pipeline.
- ✓Landing page optimization contributed directly to improved conversion rates on the same traffic.
- ✓The account outperformed everything achieved under internal management — without requiring the client to hire or train in-house PPC expertise.
Key Insight
Internal ad management without deep PPC expertise almost always results in overly broad targeting. The traffic looks fine on the surface — but it doesn’t convert. Tightening structure and matching landing pages to intent is where the real gains are made.
Takeaway
For B2B IT companies, Google Ads can be a highly effective lead generation channel — but only when campaigns are built around high-intent keywords and paired with landing pages designed for the buying audience. Getting both right is what unlocked the conversion growth here.
IT Services
B2B Lead Generation
Landing Page Optimization
Conversion Rate
PPC Restructure
Internal to Agency