Accounting & advisory firm — CasablancaB2B CPL −38% for an accounting firm via targeted Google Ads Search.
A Casablanca accounting firm wanted qualified appointment requests for company formation and advisory services. Webotic structured a B2B Google Ads Search acquisition with per-service landing pages and call tracking. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- Landing pages
- Call tracking
- GA4
- LinkedIn Ads
- Looker Studio
The context · a firm with no measurable channel
The firm won most of its new mandates through referrals — an irregular flow impossible to steer. Its most profitable services — company formation, advisory, bookkeeping — target B2B clients who actively compare on Google before booking an appointment. With no structured campaigns and no call tracking, there was no way to know which request came from which marketing effort, or what an acquired client actually cost. The few existing ads sent all traffic to the homepage, diluting intent and inflating cost per lead. The goal: turn strong search intent into qualified appointment requests, while making every dirham spent traceable to a concrete outcome.
- Acquisition dependent on word of mouth, not steerable.
- High-value B2B services poorly exploited online.
- Traffic sent to the homepage, intent diluted.
- No call tracking and no cost-per-client visibility.
The setup · B2B Search, per-service landings and call tracking
Webotic built Google Ads Search campaigns structured by service, with separate ad groups for company formation and accounting advisory, backed by high-intent keywords and a solid negative-keyword net to filter out non-professional searches. Each service got its own landing page, aligned with the ad's promise and focused on a single action: book a consultation. Call tracking attributed every inbound call to its originating campaign, keyword and ad. In addition, LinkedIn retargeting re-engaged unconverted B2B visitors. Optimization ran on genuinely qualified leads, not on raw click volume.
- Search campaigns segmented by B2B service.
- Dedicated landing per service, one clear action.
- Call tracking: every call attributed to its source.
- LinkedIn retargeting of unconverted visitors.
The results · a controlled acquisition cost
By concentrating budget on the most qualified intent and cutting waste with negative keywords, the B2B cost per lead dropped 38% versus the starting point. Booked consultations more than doubled, up 140%, driven by both the dedicated landing pages and rigorous call tracking. Call tracking made 100% of calls attributable, revealing that the phone remained a major conversion channel for this kind of service. The result: a controlled, predictable cost per genuinely acquired client — a healthy base to scale budget with confidence. (Figures to be replaced with the final values validated by the client.)
- B2B CPL −38% vs starting point.
- +140% booked consultations.
- 100% of calls attributed to their campaign.
- Controlled, predictable cost per acquired client.
For the first time, we know exactly where our appointments come from and what they cost. Tracked calls changed everything: we now invest where it truly converts.
FREQUENTLY ASKED QUESTIONS
- Why one landing page per service instead of a single one?
- Because a prospect searching for "company formation Casablanca" and one searching for "chartered accountant" don't have the same expectations. A landing page aligned with the ad and focused on a single action lifts conversion and lowers cost per lead, where a generic homepage dilutes intent.
- What does call tracking do for an accounting firm?
- Many B2B prospects prefer to call rather than fill in a form. Without call tracking, those calls stay invisible and unattributed. By tracing each call back to its originating campaign and keyword, we measure the real return of every dirham spent and optimize on the leads that actually convert.
- Is LinkedIn retargeting useful in local B2B?
- Yes. The decision to switch accounting firms rarely matures on the first click. LinkedIn retargeting keeps you present with unconverted professional visitors — managers, CFOs, company founders — and brings them back when they're ready to book a consultation.
- How long before results show?
- The first qualified requests usually arrive within the first weeks. On this setup, it took about 90 days to stabilize the campaigns, filter out irrelevant traffic and bring the CPL down durably. Performance then keeps improving as attribution data accumulates.