myskillcamp

Cutting Acquisition Costs by 60% While Scaling Lead Volume

Demand Generation & Google Ads Manager

-60%

Cost per Conversion

Google Ads optimization

+50%

Conversion Rate

Funnel optimization

+123%

MQL Growth

Year-over-year

+96%

SQL Growth

Quality lead increase

Context

Company Background

myskillcamp is a B2B SaaS learning experience platform operating in competitive European markets (France, UK, Benelux). The company relied heavily on paid acquisition to generate qualified leads for its sales team.

My Role & Scope

I owned the entire demand generation function: Google Ads management, landing page optimization, conversion tracking, analytics infrastructure, and funnel optimization. Responsible for marketing-sourced pipeline contribution.

The Challenge

The Google Ads account had accumulated years of technical debt: outdated campaign structures, broad match keywords bleeding budget, no conversion tracking beyond form submissions, and landing pages with 2% conversion rates. Cost per lead was unsustainable and lead quality was inconsistent.

Approach

1Google Ads Account Restructure

-Conducted full account audit: Hired Victor Philippe, ex-Google to run a full audit of our account.
-Rebuilt campaign structure following 2022 best practices: Restructured Ad groups, Bid for conversion, use Broad match, automated ads, etc.
-Migrated from phrase/exact match keywords to broad match with comprehensive negative keyword lists
-Moved away from SKAG (Single Keyword Ad Groups) to fit more recent, automated practices and guidelines
-Focused on improving Tracking of conversions and Quality Score including Landing Page experience.

2Landing Page Optimization

-Audited existing landing pages: identified friction points, slow load times, and unclear value propositions
-Redesigned landing pages in Webflow with clear hierarchy: headline, social proof, benefits, single CTA
-Implemented A/B testing framework: tested headlines, form lengths, CTA copy, and page layouts
-Reduced form fields from 8 to 4 essential fields, relying on automated lead enrichment in the background
-Optimized page speed: compressed images, lazy loading, removed unnecessary scripts (improved Core Web Vitals)

3Conversion Funnel Automation

-Mapped the full conversion funnel from ad click to demo booked, identifying drop-off points
-Built qualification forms with conditional logic to route leads based on market, company size and use case
-Implemented Demodesk integration for instant demo booking, eliminating email back-and-forth
-Created automated nurture sequences for leads not yet ready for sales (HubSpot workflows)
-Set up re-engagement campaigns for leads who visited pricing page but did not convert

4Analytics Infrastructure

-Implemented enhanced Google Analytics tracking with custom events for micro-conversions
-Set up Google Tag Manager container with organized tags, triggers, and variables to centralize tagging
-Built cross-domain tracking for multi-step conversion paths
-Configured Hotjar for qualitative insights: heatmaps, session recordings, form analytics
-Created Databox dashboards combining Google Ads, Analytics, and CRM data for full-funnel visibility

5Search Console & SEO Integration

-Connected Google Search Console to identify organic keyword opportunities
-Used GSC data to inform paid keyword strategy: found high-intent queries with low paid competition
-Identified and fixed technical SEO issues impacting landing page indexation
-Created content recommendations based on search query gaps between organic and paid

Results

-60%

Cost per Conversion

Reduced from ~150 to ~60 per qualified lead

+50%

Landing Page Conversion Rate

From 2% to 3%+ average

+123%

Marketing Qualified Leads

Year-over-year growth

+96%

Sales Qualified Leads

Higher quality pipeline

Email Open Rate

Nurture sequence optimization

Business Impact

+Marketing became a predictable, scalable source of qualified pipeline for sales
+Reduced dependency on expensive enterprise data providers by optimizing inbound
+Created a repeatable playbook for launching campaigns in new markets
+Enabled accurate marketing ROI reporting, justifying continued investment

Process Diagrams

Conversion Funnel

flowchart TD
    A[Google Ads Click] --> B[Landing Page]
    B --> C{Engaged?}
    C -->|Yes| D[Form Submission]
    C -->|No| E[Remarketing Pool]
    D --> F{Qualified?}
    F -->|Yes| G[MQL - Book Demo]
    F -->|No| H[Nurture Sequence]
    G --> I[Demo Completed]
    I --> J[SQL]
    H --> B
    E --> B

Diagram code (render with Mermaid.js or paste into mermaid.live)

Analytics Tech Stack

flowchart LR
    subgraph Traffic Sources
        GA[Google Ads]
        ORG[Organic Search]
        REF[Referral]
    end
    subgraph Tracking
        GTM[Google Tag Manager]
        GA4[Google Analytics 4]
        HJ[Hotjar]
    end
    subgraph CRM
        HS[HubSpot]
    end
    subgraph Reporting
        DB[Databox]
        LS[Looker Studio]
    end
    GA --> GTM
    ORG --> GTM
    REF --> GTM
    GTM --> GA4
    GTM --> HJ
    GTM --> HS
    GA4 --> DB
    HS --> DB
    GA4 --> LS

Diagram code (render with Mermaid.js or paste into mermaid.live)

Campaign Optimization Cycle

flowchart LR
    A[Analyze Data] --> B[Identify Issues]
    B --> C[Form Hypothesis]
    C --> D[Implement Test]
    D --> E[Measure Results]
    E --> F{Significant?}
    F -->|Yes| G[Scale Winner]
    F -->|No| A
    G --> A

Diagram code (render with Mermaid.js or paste into mermaid.live)

Skills & Tools

Skills Demonstrated

Google Ads ManagementPPC Strategy & OptimizationLanding Page OptimizationConversion Rate Optimization (CRO)Google Analytics (GA4)Google Tag ManagerA/B TestingMarketing AutomationFunnel AnalysisData VisualizationBudget Management

Tools Used

Google AdsGoogle Analytics (GA4)Google Tag ManagerGoogle Search ConsoleWebflowHubSpot Marketing HubHotjarDataboxDemodeskLooker Studio

Tool Stack Details

Tool	Category	Usage
Google Ads	ads	Primary paid acquisition channel: Search, Display, Remarketing campaigns
Google Analytics (GA4)	analytics	Web analytics, conversion tracking, audience insights
Google Tag Manager	analytics	Tag management, event tracking, conversion pixels
Google Search Console	analytics	Search performance analysis, technical SEO monitoring
Webflow	other	Landing page design and development
HubSpot Marketing Hub	crm	Forms, email automation, lead nurturing workflows
Hotjar	analytics	Heatmaps, session recordings, user behavior analysis
Databox	analytics	Cross-platform dashboards, KPI monitoring
Demodesk	other	Automated demo scheduling, calendar integration
Looker Studio	analytics	Custom reports combining multiple data sources