Trengo
B2B SaaS, omnichannel customer communication
Trengo was spending €14K/month on Google Ads through a generalist agency. Their omnichannel inbox platform was generating leads on paper, but the sales team was disqualifying 70% of them.
€14K Google Ads
HubSpot
Sales-led, demo bookings
B2B lead generation
The situation
Leads were coming in. Pipeline wasn't.
Most leads were solo freelancers looking for a free helpdesk, not mid-market companies with 5+ support agents. CAC had climbed to €307 and pipeline was flat. The agency's monthly report showed green metrics (CTR up, CPC down) while qualified pipeline was going nowhere.
What we found
4 structural problems in the account
Zero offline conversion tracking. Google optimized for form fills, not SQLs.
34% of budget on PMax with no audience signals, generating Display traffic from wrong personas.
Broad match keywords like 'customer communication tool' attracting solopreneurs instead of support team leads.
No brand vs non-brand separation.
What we did
From audit to pipeline in 4 weeks
Full account audit
Identified €4.8K/month in wasted spend. Every campaign mapped against HubSpot pipeline data.
CRM connection & restructure
HubSpot connected to Google Ads. Offline conversions: SQL, Opportunity, Closed-Won. Brand separated. Underperforming PMax killed.
New campaign architecture
New search campaigns on niche terms ('omnichannel inbox for support teams', 'shared inbox software pricing', 'customer communication platform for teams'). Budget reallocated.
Pipeline-based optimization
Weekly optimization on pipeline data. Smart Bidding retrained on Closed-Won signals.
Results
After 90 days
All metrics measured against the 90-day baseline period before engagement.
“The biggest shift was seeing which clicks actually became customers. Once the algorithm had that data, lead quality changed completely within weeks.”
Head of Growth
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