I manage our campaigns myself and brought Danny in for Google Ads consulting. We were under time pressure and needed a clear direction. Danny quickly got to grips with our business and gave us specific recommendations on bidding strategy and the right conversion goal. Afterwards, we were able to nearly double our sales conversion rate. For me, the biggest change has been how it feels: I have someone I can contact by phone or WhatsApp, and I no longer have to carry the toughest decisions alone. Working together is warm, friendly and relaxed. I would recommend Danny to anyone who manages their own campaigns and needs someone who really thinks things through with them.
Case study: Event technology (B2B)
Neumann & Müller: Which Enquiries Actually Matter to Sales
Neumann & Müller website; opens in a new tab
Measurement gap: campaign context got lostQuality: sales value, not just form countStarting point: UTMs carried through to the formExpansion: qualified offline signals
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.
Testimonials
What my clients say
1 / 12
Ready for marketing you can measure?
Let's figure out in a no-obligation call how I can help — tracking setup, campaign optimization or workshops.
Free & no obligation
Reply within 24h
You talk to me directly