Revolutionised Lead Gen Engine for BPO Business
“Before partnering with Miller Digital, our Google Ads performance was a constant challenge. Results were inconsistent, and we struggled to generate a predictable stream of qualified leads for our services. Since partnering with James and team, they have transformed our lead pipeline. They invested the time to deeply understand our business, and the results this year far surpass anything we achieved in 2024. It's not just the significant increase in volume; the quality and relevance of the enquiries we now receive are markedly better. Their strategic approach and proactive management have made Miller Digital an invaluable and trusted partner for our growth.”
Founder, The SaaSy People
Reece Crouchman
The SaaSy People are a multi award winning UK based provider of outsourced customer support and onboarding for growing businesses. They also deliver expert implementation and optimisation of CRM and telephony platforms including Zendesk and monday.com. They reached out to us to help them optimise their Google Ads operation with an aim of creating a reliable, long term lead generation engine.
THE CHALLENGE
The SaaSy People’s Google Ads account was already generating traffic and enquiries, but performance lacked consistency and predictability. Campaigns spanned multiple markets, offers, and partner products, which created complexity and made it difficult to clearly understand where budget was driving the most value.
While keyword targeting was generally sensible, the account relied heavily on maximise clicks bidding, limiting Google’s ability to prioritise high converting search terms. Quality Scores across non-brand keywords were relatively low, contributing to impression share loss and higher than necessary costs in an already competitive auction. This was particularly challenging given the nature of the market, where keywords related to customer service outsourcing and software integrations attract high CPCs and intense competition.
The foundations were there, but the account needed a clearer structure and strategy designed to balance scale with lead quality across multiple service offerings.
SO, HOW?
Our focus was on creating a more controlled, scalable framework that could support multiple offers while maintaining performance. We refined campaigns structure making budget allocation and optimisation more precise.
Over time, we expanded keyword coverage thoughtfully, introducing additional match types where appropriate while maintaining strict control through ongoing negative keyword refinement. Alongside this, we continuously evolved bidding strategies, moving away from traffic led bidding and toward conversion focused bidding strategy. Ad copy and landing page alignment were strengthened to improve ad relevance and Quality Scores, helping to recover impression share lost to rank across key campaigns.
Despite operating in a highly competitive market with elevated CPCs, this approach delivered consistency and reliability in lead volume. The result has been a clear improvement not just in lead volume, but in lead quality, allowing The SaaSy People to generate more meaningful enquiries across their service pipelines while maintaining control and efficiency as the account continues to scale.
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