Scaling B2B Lead Generation for a DACH Presentation Agency | Case Study

At a Glance


Client	Presentation & Communication Agency
Location	DACH Region (Germany, Austria, Switzerland)
Channels	Google Ads, Microsoft Ads, Meta Ads
Budget	€100,000+
Timeline	Ongoing engagement

The Challenge

A specialized agency offering corporate presentations, pitch decks, and strategic storytelling services needed to scale their B2B lead generation beyond referrals and organic growth. They had tested paid media before with mixed results and needed a structured approach to drive predictable pipeline.

Niche service offering – “Presentation agency” is a low-volume search category requiring creative keyword strategies
High-value, low-volume leads – Average deal sizes of €15K+ meant each lead was significant, but conversion cycles were long
Multi-market complexity – Serving the entire DACH region required localized campaigns across three countries
B2B attribution challenges – Long sales cycles made it difficult to connect ad spend to closed revenue

Our Approach

Phase 1: Keyword & Audience Research (Week 1-3)

We mapped the full demand landscape across platforms:

Search Intent Mapping:

Core service terms: “presentation agency,” “pitch deck creation,” “PowerPoint consulting”
Problem-aware terms: “improve investor presentation,” “sales deck design”
Industry-specific terms: “startup pitch deck agency,” “corporate presentation design”

Audience Profiling:

Identified key decision-maker titles: Marketing Directors, C-suite, Founders
Mapped competitor clients and industry verticals
Built target account lists for ABM-style targeting

Phase 2: Campaign Architecture (Week 3-6)

We built a three-platform structure for comprehensive coverage:

Google Ads:

Service-specific campaigns targeting high-intent search queries
Dynamic search ads capturing long-tail demand
Display retargeting for website visitors
Performance Max for broader signal-based targeting

Microsoft Ads:

Mirrored Google structure for B2B-heavy LinkedIn audience
Leveraged LinkedIn profile targeting integration
Focused budget on enterprise-size company employees

Meta Ads:

Prospecting campaigns targeting job titles and company sizes
Retargeting website visitors with case study content
Lead form ads for lower-friction mid-funnel capture

Phase 3: Landing Page & Conversion Optimization (Week 6-10)

Driving traffic without conversion optimization is wasted spend:

Built service-specific landing pages matching search intent
Implemented clear value propositions with portfolio samples
Added social proof: client logos, testimonials, case studies
Optimized forms for quality over quantity (added qualifying questions)
Set up CRM integration for immediate lead scoring and routing

Phase 4: Scale & Efficiency (Ongoing)

With the foundation in place, we focused on scaling profitably:

Tested automated bidding strategies (Target CPA, Maximize Conversions)
Implemented value-based bidding using offline conversion imports
Expanded keyword coverage based on converting search terms
Launched seasonal campaigns around budget planning periods (Q4, Q1)
Regular creative refresh to combat ad fatigue

Results

At current scale (€100K+ annual spend):

85+ qualified leads per month across all three markets
Cost per lead of €89 at scale, down from €140+ at campaign launch
28% lead-to-opportunity conversion rate indicating strong lead quality
Predictable pipeline enabling confident sales forecasting

The agency has grown their inbound pipeline to represent 60% of new business revenue.

Key Takeaways

Niche services require keyword creativity – Low-volume head terms must be supplemented with problem-aware and industry-specific queries
Multi-platform B2B works – Microsoft Ads punches above its traffic weight for B2B; Meta Ads excel at retargeting and mid-funnel
Lead quality beats volume – Qualifying questions on forms reduce lead volume but dramatically improve sales team efficiency

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