Object first
Scalable B2B lead generation with Google Ads: removing search barriers and lowering CPA with a redesigned account architecture.
As a cybersecurity (B2B) service provider, Object First is building its acquisition on highly specialised, high-value leads. The project was specifically designed to increase leads from Google Ads, while keeping the unit cost of acquisition within a very high but narrowly defined range.
The periods examined are compared with the first half of the previous year: January-June 2024 vs. January-June 2025.
Problem statement
The initial situation was characterised by low search volume and moderate market demand: few conversions were received, the account was difficult to scale and meeting the plan numbers was a persistent challenge. These factors combined to push CPA levels upwards, making scaling unsustainable.
Industry: IT services and security software
Employees: 200+
Partnership with Markestic: 2025
Solution
Solution
The solution is built on three pillars.
First, we completely rethought the search strategy: clarifying the roles of brand and non-brand, expanding the non-brand keyword set and testing multiple bidding strategies in parallel to find the optimal intersection of volume and efficiency.
For the second time , we redesigned and redeveloped Performance Max campaigns: with fresh audience signals, an ordered asset structure and a targeted creative mix that delivered a breakthrough in scalability – we achieved additional demand that we could not have achieved with search campaigns alone.
Thirdly, we reorganised the budget on a performance basis: we removed the rigid brand limitation and reallocated spending according to performance (CPA, CVR, volume).
We also supported demand generation on LinkedIn: we updated the logic of conversation ads, refined targeting and tested incentive offers to drive additional quality traffic to the top of the funnel.
Results
The impact of the redesign is also clear in the numbers: compared to the first half of 2024, we have achieved a +62% cost increase, a +135% lead volume increase and a -32% CPA decrease at Object First.
Summary
Together, creative and architecture reform, the redesign of Performance Max and performance-based budget allocation have made the account scalable. The project not only restored efficiencies around target CPA, but also significantly increased lead volume, putting Object First’s marketing system on a stronger, sustainable acquisition trajectory from a business perspective.