Rworks runs Azure and cloud infrastructure for Japanese enterprises. The clicks were already arriving. The qualified leads were not. We rebuilt the program around sales-qualified leads, and the conversion rate moved an order of magnitude.
Japanese B2B IT · Comparing full-year 2024 with 2025
Figures are the client's own, comparing full-year 2024 with 2025. Cost per lead is shown as the reduction achieved.
Rworks sells Azure and cloud infrastructure services to Japanese enterprises. It is a considered, technical purchase, evaluated by IT leaders and procurement, where a single qualified inquiry can be worth far more than a hundred stray clicks.
Google Ads was delivering traffic, but the account was being judged on volume. The job was not more clicks. It was turning the right clicks into sales-ready conversations.
The clicks were landing. The qualified leads were not, and the budget was quietly funding the gap.
Google Ads delivered visits, but lead quality was inconsistent and too few visits became real sales conversations.
The platform's automated bidding pushed spend toward low-relevance clicks that looked cheap but rarely converted.
Even the high-intent visitors who did arrive were lost to conversion friction before they ever filled in a form.
The real issue: the account was optimized for clicks, not for sales-qualified leads. So we changed what it optimized for.
We did not ask for more budget. We rebuilt the program around the one thing that mattered: sales-qualified leads.
Budget concentrated on genuinely high-intent terms such as cloud operations and VDI service comparison.
Ad copy A/B tested, partner-focused against service-benefit, so the winning angle was proven, not assumed.
Manual controls replaced the platform automation that had been wasting spend on low-relevance clicks.
The funnel was reworked, including on-site optimization sessions in Tokyo, with insight-driven monthly reporting.
Every decision tied back to one question: did it produce a qualified lead.
Same channel, same brand, same market. One rebuilt program, comparing full-year 2024 with 2025.
Bars are scaled to the verified change in each metric. No intermediate monthly figures are shown.
When targeting, message and conversion are all rebuilt around qualified leads, the numbers compound.
The order-of-magnitude lift came from changing what the account chased, then holding the line week after week.
Every campaign was judged on whether it produced a sales-qualified lead, not on cheap traffic.
Manual bidding replaced automation, so spend followed proven intent instead of the platform's guesses.
On-site work in Tokyo removed the friction that had been losing high-intent visitors at the form.
The takeaway.More traffic is not the goal. When targeting, messaging and the conversion funnel are rebuilt around sales-qualified leads, the same channel can produce an order-of-magnitude better result.
Thirty minutes with our senior team. We look at your offer, your funnel and your tracking, and hand you a ranked fix list. No pitch.
We teach your in-house team the system, then step back.
We sit in your weekly cadence and keep the engine running.
A senior team owns the result end to end, the way we run this work.
