A SaaS team grew demo bookings by 57% with intent-led search

A growing SaaS team was bidding on broad industry terms that attracted a mix of researchers, students, and potential buyers. Sales qualified only a small share of the resulting demo requests.

The Challenge

Search campaigns grouped distinct use cases together, and landing pages spoke generally about product features rather than the operational problems buyers needed to solve.

What We Changed

We mapped search intent to specific use cases, rebuilt ad groups around buying needs, and matched each campaign to a focused landing page with relevant proof points and a clear demo action.

The Results

The new structure increased sales conversations while reducing wasted spend on low-intent searches.

• 57% more demo bookings
• 39% lower cost per qualified opportunity
• 23% improvement in sales acceptance rate

Why It Worked

Prospects saw a direct connection between their search and the product's value. Sales feedback informed ongoing campaign optimization, keeping lead quality central to the process.