The challenge
Lumen was generating demo requests at $410 each, but sales rejected two thirds of them. The ad platform was optimizing to form fills, so it kept buying more of the wrong leads.
What we did
We connected HubSpot to Google Ads with offline conversion imports and re-pointed bidding at sales-qualified opportunities rather than raw form fills. Campaigns were restructured by problem-aware intent, with competitor and category terms separated and a dedicated landing page per cluster.
The outcome
Cost per sales-qualified demo dropped 61% to $159. Pipeline from paid search grew 2.4x on flat budget, and the sales team stopped discounting inbound lead quality in forecasting.