a Predictable Pipeline

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.

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The Challenge

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 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.

The Approach

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.

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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

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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.

Reece Crouchman - Founder, The SaaSy People

how can we help?

Reach out and we’ll be in touch to arrange a 20 minute discovery call.

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