Our client wanted to gain visibility among U.S.-based tech companies looking for PR representation, but they had never used Google Search ads before. The field is quite competitive, with numerous PR agencies vying for attention, making it hard to gain traction from scratch.

We leveraged Google’s AI capabilities, but given the relatively modest budget of around €30,000 over eight months and the high competition in this niche, we needed to be creative. We introduced multiple soft conversion points—tracking not just form submissions, but also visits to the pricing page or engagement with specific case studies. This allowed us to feed Google’s AI with more nuanced data and optimize for the right audience profile. Keywords were picked based on the tech field where our client is strongest. We structured the campaigns in a way that when people search for PR help in a specific field, the ad that showed up was as close to the searched term as possible. We also set up a campaign targeting the brand names of the closest competitors

The client started seeing meaningful traction. We also incorporated direct client feedback on how leads heard about them + the budgets those leads were looking to pay for the PR agency. In the end, we were able to tie specific deal values back to the campaign, showing a direct and measurable return on investment for their ad spend. The  $30,000 investment in Google Search resulted in a $430,000 potential deal volume in monthly recurring revenue.