Case study: Event technology (B2B)
Neumann & Müller: Which Enquiries Actually Matter to Sales
Neumann & Müller website; opens in a new tab
In B2B, an enquiry alone isn’t a good result yet
Neumann & Müller won enquiries through regional landing pages. But as soon as prospects moved from there into the central contact form, the campaign context could get lost in the form and sales data. Google Ads could count a conversion. Further down the process, though, the campaign origin and the later value for sales were missing.
That led to a typical B2B problem: more conversions in the account didn’t automatically mean more suitable projects.
Attribution and lead quality belong together
The analysis showed two connected gaps. First, UTM and campaign information had to survive the whole way to the form. Second, the form needed fields that let sales distinguish relevant enquiries from poorly matched contacts, for example the type and scale of the event, or a realistic budget range.
Only once both layers come together can the ad account later learn which campaigns generate not just forms, but promising business opportunities.
A measurement plan that can start without a big CRM project
The consultation sessions produced a step-by-step plan:
- Carry campaign parameters through to the central form and store them alongside it.
- Align form questions with sales’ actual quality criteria.
- Only launch new regional campaigns after checking the existing search potential.
- Document qualified leads first through a lean spreadsheet process.
- Feed these quality, or later revenue, signals back to Google Ads as offline conversions further down the line.
- Test landing-page variants separately, so changes can be judged unambiguously.
With manageable lead volume, that’s often more sensible than setting up a full CRM project straight away. The process can start small and grow once volume and value justify it.
The next lever lies in sales feedback
The team already had enquiries from existing regions, and at the same time a clear quality problem: some of them held little value for sales. The measurement plan creates the basis to not just discuss those differences internally, but to feed them back into campaign steering as a usable signal.
Next, form, ads and sales data need to be merged for the same period. Only then can it be judged which sources actually deliver qualified opportunities, and where budget is well spent.
Google Ads needs the signal that sales takes seriously too
For B2B offers that need explaining, a submitted form is only a waypoint. Only once origin and sales quality are merged can budget be steered by business value instead of raw lead volume.
Your account reports leads, but sales rejects a large share of them?
I connect campaign origin, form and quality signal into a practical measurement plan. → Discuss the measurement path.
Results I have measured.
14 client reviews · 22 case studies
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Purchases +50% 2022 → 2024, before and after the takeover Review by Natalja Richert below
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Bookings recorded through Google Ads
≈1,466
1 August 2024–31 July 2026
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Google Ads-attributed revenue > €1.5m 12 months Review by Patrick Zitzer below
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Google Search click-through rate
1.02% →
17.35%
H1 → H2 2023
“What is particularly important to me is that Google Ads isn't simply about spending more budget and making more revenue, but that it makes economic sense for us – and that is exactly what Daniils takes into account in his work.”
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“We have been working with Danny for several years now, and what I value most is the direct and uncomplicated exchange with him. He looks closely at the numbers, questions things and keeps coming to us with new ideas and approaches of his own. What is particularly important to me is that Google Ads isn't simply about spending more budget and making more revenue, but that it makes economic sense for us – and that is exactly what Daniils takes into account in his work. I also really appreciate that we can talk openly with each other.”
Natalja RichertManaging Director · MYTRAURINGstore
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“Working with Daniils has been a huge asset to our company. Whenever questions or problems come up, we can always reach each other. Daniils has fully immersed himself in the world of saunas and supports us however he can. I am glad I had the chance to meet you in person and that we have such a great working relationship. As I have said before: you are an exceptional talent. Hats off to you!”
Anke Della-BellaManaging Director · Finsterbusch – die Wellness Factory GmbH
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“Afterwards, we were able to nearly double our sales conversion rate.”
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“I manage our campaigns myself and brought Danny in for Google Ads consulting. We were under time pressure and needed a clear direction.
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Patrick ZitzerZitberg GmbH
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“Daniils, thank you so much for your amazing support! You didn’t just help us with Google Ads—you truly elevated our entire online marketing performance. I really appreciated your structured approach, sharp eye for details, and honest feedback. What stood out most was how deeply you understood our business. It was never about quick hacks, but about building long-term results. You clearly know your craft and love what you do. I can wholeheartedly recommend working with you!”
“Daniils is an exceptional talent.”
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Chris CerraRemoteBase
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“Daniils is a great Google Ads expert! Fast, hands-on, with creative solutions. What I really appreciate is how clearly he explains complex topics. If you need help with Google Ads, he's the right call.”
Samantha ScottAll Things Remote
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Pascal RähseFunnelforms founder
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“Daniils took us to a whole new level with his marketing strategy for a client's events. He was fast, committed and personally involved — and even connected us with other experts. Excellent expertise and wholehearted commitment — highly recommended!”
Alexandra MonitskaMar Sabi Studio
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Daniel Fischerdigitalpositiv
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“Great communication. We had two consultations. Daniils was deeply involved and gave me clear, well-reasoned feedback on my Google Ads, Analytics and overall digital presence strategy.”
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