An executive coaching and outplacement firm needed to reach C-suite professionals and HR decision-makers — without burning budget on unqualified clicks.
CareerBridge Coaching was running Google Ads but struggling with two core problems: their cost-per-lead had climbed to $187, and most of those leads were mid-level managers — not the C-suite executives and HR directors who actually bought their $15K+ coaching packages.
Their account had been managed in-house with a "set it and forget it" approach. Campaigns were broad, keywords were generic ("career coach", "job search help"), and there was no negative keyword strategy. They were essentially paying for clicks from people looking for free advice.
We rebuilt the account from scratch with a tight thematic structure:
We layered multiple audience signals to ensure ads only showed to qualified prospects:
The existing landing page had a 2.1% conversion rate. We redesigned it with:
Within 90 days of the restructure, the transformation was clear:
The quality improvement was just as significant as the volume. Before the restructure, only 8% of leads converted to paying clients. After implementing the new targeting and landing pages, that jumped to 23%. The average client value was $12,500, meaning each qualified lead was worth roughly $2,875 in expected revenue.
"Viridian completely changed how we think about paid search. We went from dreading our monthly ad spend report to actually being excited about it. The quality of leads improved so dramatically that our sales team asked if we had changed our targeting — we had, and it worked."
Three factors drove the outsized results:
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