Rworks - Google Search Ads for IT Lead Gen
Project details
Client: Rworks
Industry: B2B IT services
Service:
sales-qualified lead generation strategy
Google search ads
marketing consulting
Objective:
Establishing a reliable and profitable high-quality lead acquisition strategy with Google search ads (national B2B coverage in Japan).
What we achieved
+1,253.03% (2024 vs 2025) lead conversion rate increase while reducing cost per lead by -84.69%
The challenge
Rworks, a respected provider of Azure and cloud infrastructure solutions, faced a common challenge: Google Ads were delivering traffic, but the lead quality and ROI were inconsistent.
Key issues included:
Low business relevance
Platform-driven budget inefficiencies — Google’s default settings prioritize spend over real results
Conversion friction on key landing pages
Rworks needed a partner who could combine data precision, ad platform expertise, and business-growth focus to transform paid search into a predictable, high-value sales channel.
Our strategy
At Jade Antlers, we applied our Performance Marketing Acceleration Framework — designed to deliver measurable business outcomes, not just ad clicks.
Pinpoint Targeting
Isolated high-intent, commercially relevant keywords like “cloud operations” and “VDI service comparison”
Eliminated low-performing keywords to concentrate 100% of spend on high-value searches
Strategic Ad Messaging
Deployed a 16-page proprietary ad copywriting checklist
Ran A/B tests comparing service-benefit ads vs. partner-focused ads
Discovered that partner-focused copy significantly outperformed in CTR & conversions, and scaled it across campaigns
Platform Waste Elimination
Replaced automated campaign defaults with tight manual controls
Paused any ad group or asset not directly contributing to lead generation
Conversion Funnel Optimization (Beyond Ads)
Conducted on-site client sessions in Tokyo to assess sales flow & website UX
Recommended form, CTA, and case study linking improvements to boost conversion rates
Visual, Insight-Driven Reporting
Monthly dashboards with KPI tracking & executive-level summaries
Asset-level performance reviews to inform rapid, data-backed optimizations
The results
High-Value Lead Growth
Sustained flow of 10+ qualified B2B inquiries per month, including enterprises actively seeking cloud solutions
Partnership-Level Wins
Generated inbound interest from major organizations seeking to partner with Rworks and recommend them to their own client networks
Advertising ROI Optimization
Significant CTR improvement (double-digit percentages in some campaigns) while reducing CPC through smarter targeting
All budget directed to proven lead-generating segments
Why it worked
This success was not just about masterful Google search ad strategy execution; it was about aligning that strategy with the client’s real business objectives.
Deep industry understanding of B2B tech buying behavior in Japan
Relentless testing & iteration to stay ahead of ad fatigue
Integration of marketing with sales (close, ongoing collaboration with the client’s sale team)
