This case study by NEMI ADS explores how a B2B outsourcing company transformed its Google Ads performance into a scalable lead generation system. While Google Ads is known for its ability to capture high-intent prospects and drive qualified leads, many businesses struggle to achieve consistent results without the right strategy.
1. Project Overview & Context
MOR Software is a fast-growing outsourcing company based in Vietnam, targeting global markets such as Japan, Korea, and the US. As the company enters a growth phase, it aims to shift from outbound sales to a more scalable inbound lead generation system through Google Ads. However, its current advertising performance remains inconsistent and difficult to scale.
- Company: MOR Software
- Industry: Software Outsourcing & Offshore Development
- Headquarters: Vietnam
- Target markets: Japan, Korea, United States, global clients
- Business stage: Growth phase, shifting to inbound
- Marketing goal: Build a scalable Google Ads lead system
- Key issue: Inconsistent and non-scalable performance
2. Key Challenges Identified
MOR Software came to us with Google Ads campaigns that were running—but without a clear structure or direction. The budget was being spent, traffic was coming in, but the results felt inconsistent and difficult to scale.
Keywords were too broad, targeting was unfocused, and most of the traffic lacked real buying intent. At the same time, their tracking system was incomplete, making it hard to understand what was actually working.
On the technical side, using standard ad accounts created additional limitations. Spending caps, account instability, and the constant risk of restrictions made it nearly impossible to scale campaigns confidently.
As a company targeting international B2B clients, MOR had clear goals:
- Reduce cost per qualified lead
- Reach high-intent global clients
- Build a predictable acquisition system
- Turn Google Ads into a scalable growth channel
But at that stage, the performance told a different story.
They were paying $120–$180 per lead, with less than 30% of leads matching their ideal client profile, and no reliable pipeline for consistent growth.
3. Strategic Approach & Implementation
NEMI ADS didn’t just optimize existing campaigns—we rebuilt MOR’s entire Google Ads account infrastructure from the ground up, focusing on long-term scalability and performance.
Account Infrastructure Upgrade:
We provided MOR with a Google Invoice Ads Account, enabling higher spending limits, stable delivery, and reduced risk of account restrictions. This created a solid foundation for scaling campaigns.
Keyword & Targeting Restructure:
We shifted from broad, low-intent keywords to high-intent search terms such as “software outsourcing Vietnam” and “hire dedicated developers.” This ensured every click had real business potential.
Funnel Optimization:
Landing pages were restructured and segmented by target markets (Japan vs Global). We enhanced each page with case studies, portfolios, and strong calls-to-action to improve trust and conversion rates.
Tracking & Data Accuracy:
A complete tracking system was implemented via Google Tag Manager, allowing us to measure key conversion actions accurately and optimize campaigns based on real data.
Smart Bidding & Scaling:
We deployed a phased strategy—from data collection to Target CPA optimization—before scaling budgets based on performance, ensuring both efficiency and sustainable growth.
4. Performance Outcomes & Key Results
Within just three months, the impact was clear and measurable:
- Leads Generated: 286 qualified leads
- Cost per Lead: Reduced from ~$150 → $63 (-58%)
- Conversion Rate: Increased from 2.1% → 5.4%
- CTR: Improved from 3.2% → 6.8%
More importantly, lead quality improved significantly:
- ICP-matched leads increased from ~30% → 72%
- International leads (Japan & Global) accounted for 81% of total leads
From a business perspective:
- Estimated 18 deals closed within 3 months
- Average deal value: $8,000 – $25,000
- Generated pipeline value: $220,000+
What once felt like inefficient ad spending was transformed into a structured, scalable growth engine, with a stronger foundation for future expansion through Facebook ad accounts.
This case study shows that Google Ads can become a scalable growth engine for B2B companies when built on the right strategy and data-driven approach. With nearly 72% of B2B buyers starting their journey on search, optimizing campaigns for intent and conversion is critical to success. If you’re looking to build a predictable pipeline and scale your inbound leads, discover how NEMI ADS can help you turn ad spend into real business growth.
