2,000+ Qualified Leads at $7 CPL for a B2B HRMS in Pakistan

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2,000+ Qualified Leads at $7 CPL for a B2B HRMS in Pakistan

14 months of Google Ads work on an account that was producing leads, but not the kind the sales team could close.

The Problem

Resourceinn sells HRMS software to businesses in Pakistan. The product covers payroll, attendance, employee records, leaves, and recruitment.

When I took over the account, Google Ads was already running. Leads were coming in, but the quality was off.

Most of the inbox was students looking for school projects, or job seekers who thought it was a recruitment platform. A chunk of the rest were people hunting for free HR templates.

The campaign structure didn’t help. High-intent searches, broad research queries, and competitor terms were mixed in the same campaigns, so budget was getting spent on people who were never going to buy.

Tracking had gaps too. Some events were misfiring or duplicating, so the data we did have wasn’t reliable enough to make decisions on. CPL was higher than it should have been, and remarketing wasn’t really set up.

What I Did

1. Fixed the tracking first. Before changing anything in the campaigns, I cleaned up tracking through GTM and GA4. Several conversion events were duplicating or firing on the wrong actions, which meant Google Ads was optimising toward signals that didn’t reflect real buying intent. I rebuilt the events around the actions that mattered. Demo form submissions, contact forms, WhatsApp clicks, phone clicks, and key landing page events were each set up cleanly. Once the data was reliable, every other decision got easier.

2. Restructured the campaigns by intent.

The old setup had everything mixed together. I broke it apart so each campaign had a clear job and its own budget. Campaigns were separated by intent and category. HRMS software, payroll software, attendance management, employee management, competitor terms, branded search, and display remarketing each got their own home. I cleaned up the keyword list at the same time and built a stronger negative list. Jobs, free downloads, HR templates, courses, definitions, and student queries were all blocked.

3. Rewrote the landing pages around the buyer’s problem. The landing pages were written around the product. Long feature lists, not much about the business problem the buyer was actually dealing with. I shifted the messaging toward what an HR manager or business owner was facing day to day. Manual HR work, payroll delays, attendance issues, scattered employee records, no centralised system. The page led with that, then explained how Resourceinn handled it.

4. Built a display remarketing system. Most paid traffic doesn’t convert on the first visit, and the account had no real remarketing layer. I built audience segments based on what people had looked at. HRMS page visitors, payroll page visitors, attendance page visitors, form starters who didn’t submit, and visitors who came in from high-intent search campaigns each got their own list.

5. Closed the feedback loop with sales. The sales team knew which leads were qualified. That information wasn’t getting back to the campaigns. I set up a regular feedback process with them. Which keywords were producing real prospects, which industries responded better, which company sizes converted into demos, which campaigns sent leads that actually picked up the phone? That feedback fed straight into the next round of optimisation.

6. Reallocated budget toward what worked. By the end of the first 3 months, the data was clean enough to make budget calls with confidence. I cut spending from campaigns producing weak leads and moved it toward the ones sales was actually converting. Brand protection, the strongest HRMS and payroll keyword campaigns, and the highest performing remarketing audiences got more budget. Weak campaigns were paused, reduced, or rebuilt from scratch.

The Results

After 3 months

CPL dropped to around $7 on the stronger campaigns
CPA stayed under $10 in optimised campaigns
Lead quality became consistent enough that sales stopped pre-filtering everything
Wasted spend dropped sharply through search term control and negative keywords
Conversion tracking was clean and reliable

After 12 months

2,000+ qualified leads delivered to the sales team
A stable Google Ads structure that could be optimised and scaled without rebuilding
A working remarketing engine on the Google Display Network
Consistent pipeline growth that fed Resourceinn's SaaS revenue
Better lead quality month over month through the sales feedback loop