+135% leads and a 32% lower CPA with a redesigned account architecture

Introduction

As a B2B cybersecurity provider, Object First builds its acquisition on highly specialised, high-value leads. The project’s goal was specifically to grow the leads coming from Google Ads, while keeping the unit cost of acquisition within a narrowly defined band.

The periods examined: January–June 2024 and January–June 2025.

Challenge

The starting position was defined by low search volume and modest market demand: few conversions came in, the account was hard to scale, and hitting the targets was a persistent challenge. Together these factors also pushed the CPA level up, so scaling in the way used so far was not sustainable.

Solution

The solution rested on three pillars. First we completely rethought the search strategy: we clarified the brand and non-brand roles, expanded the non-brand keyword set, and tested several bidding strategies in parallel to find the optimal intersection of volume and efficiency.

Second, we brought in and redesigned the Performance Max campaigns: with fresh audience signals, an organised asset structure and a targeted creative mix. This delivered the breakthrough in scalability, reaching additional demand that search campaigns alone could never have captured.

Third, we reallocated the budget by performance: we removed the rigid brand cap and redistributed spend along the results (CPA, CVR, volume). We also supported demand generation on the LinkedIn side: we updated the logic of the conversation ads, refined the targeting and tested incentive offers.

Channels and tools

Summary

The creative and architecture reform, the redesign of Performance Max and the performance-based budget allocation together made the account scalable. The project not only restored efficiency around the target CPA, but also significantly increased lead volume, putting the system on a commercially stronger, sustainable acquisition path.