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Case Study

Tying Paid Search Spend to Qualified Pipeline

Restructuring a fintech company’s search campaigns around buyer intent, fixing conversion tracking and connecting ad data to the CRM, so budget decisions rest on qualified leads rather than form fills.

Industry
BFSI & Fintech
Capability
Performance Marketing, Conversion Tracking
Focus
Paid Search & Pipeline Attribution
Intent-Based Campaigns
Search spend grouped by buyer intent
Reliable Tracking
Each conversion recorded once
Lead Quality Feedback
CRM outcomes sent back to ad platforms
Pipeline Reporting
Spend compared with qualified pipeline

Business Situation

Ad Spend Was Judged on Form Fills

Fintech companies often spend heavily on paid search in competitive, regulated categories where clicks are expensive. When campaigns are optimised for form fills alone, budget drifts toward cheap leads that never become customers, and marketing cannot show which keywords and campaigns create qualified pipeline.

The Challenge

Why Spend Was Hard to Justify

  • Brand, competitor and generic search terms mixed in the same campaigns.
  • Duplicate and missing conversions in analytics and ad platforms.
  • No link between ad clicks and lead outcomes in the CRM.
  • Landing pages that did not match what people searched for.
  • Budget decisions based on cost per lead alone.

Case Flow

How a Search Click Is Traced to Pipeline

  • Search campaigns
  • Intent-matched landing pages
  • Conversion tracking
  • CRM lead qualification
  • Offline conversion import
  • Pipeline reporting

TECHAIVV Capability Applied

Paid Search Measured Against Pipeline

  • Account Restructure

    Group campaigns by buyer intent and separate brand, competitor and generic search.

  • Conversion Tracking

    Audit tags and events so each conversion is recorded once and correctly.

  • Landing Page Optimization

    Match landing pages to search intent, then test forms and messaging.

  • CRM Integration

    Store click IDs with each lead and send qualified outcomes back to the ad platform.

  • Pipeline Reporting

    Report spend against qualified leads and pipeline for each campaign.

How It Fits Together

From Search Click to Qualified Pipeline

Paid Channels

  • Google Ads search
  • Retargeting
  • Landing pages
  • Website forms

Tracking & Attribution

  • Tag Management
  • Analytics
  • Offline Conversions
  • One conversion definition per action
  • Click IDs stored with each lead
  • Qualified outcomes returned to ad platforms

Revenue Data

  • CRM lead status
  • Sales qualification
  • Pipeline dashboards
  • Budget decisions

Outcome Snapshot

Budget Decisions Based on Qualified Pipeline

Connecting paid search to CRM outcomes can help marketing move budget toward the campaigns that create qualified pipeline. Measure success through cost per qualified lead, conversion tracking accuracy, landing page conversion rates, and pipeline created from paid search.

  • Cost per Qualified Lead

    Spend divided by the leads that sales accepts.

  • Tracking Accuracy

    How closely recorded conversions match real ones.

  • Landing Page Conversion

    How many visitors complete the form on each page.

  • Pipeline From Search

    Qualified pipeline traced back to paid search.

Related Services

Explore the services applied in this case study, or combine them into one program for your own team.

Let’s Build Together

Not Sure Which Campaigns Create Pipeline?

Tell us how your paid search and CRM are set up, and we will discuss how to track leads from the first click to qualified pipeline.

Talk to Us
  • Paid Search
  • Tracking
  • Landing Pages
  • Attribution