Overview
A B2B company in the employee and client gifting space. Instead of settling for lead counts, we connected the client's CRM (HubSpot) directly to the ad data - so every shekel is measured against actual signed deals. The result: one in three opportunities from Google turns into a deal, at a 5.8x return - in signed-contract numbers, not ad-platform promises.
The challenge
In B2B, measuring leads alone is misleading. Not every lead is equal, and not every lead closes. The client wanted to know one thing: how much real money, in signed contracts, each ad shekel produces - not how many forms were submitted.
What we did
- CRM-to-ads connection - we wired HubSpot directly into Google Ads, so every funnel stage (from opportunity to closed deal) reports back to the algorithm.
- Optimizing to deal value - we steered campaigns by actual deal value, not lead volume.
- Hunting purchase intent - we tightened campaigns around high-intent audiences and terms, filtering traffic that doesn't produce deals.
Results (120 days, verified in HubSpot)
- Google Ads spend: ₪61,643
- 65 business opportunities
- 21 closed deals worth ₪357,594
- Opportunity-to-deal conversion: 32.3% (one in three)
- ROAS on signed deals: 5.8x
Why it's different
Most agencies stop at lead measurement. We measured to the signed contract. When the CRM is connected to the ads, the algorithm learns not just who submits a form - but who actually buys. That way every media shekel is measured against real revenue, and decisions are made on profit, not clicks.