Verdical Group
27% of Paid Search Leads Became Qualified Sales Pipeline For Green Building Consultancy
27%
Of Paid Leads Became Qualified Sales Opportunities
17%
Decrease in Cost per Lead
20x
Growth in Monthly YouTube Subscriber Additions
Company Info
- Company
- Verdical Group
- Location
- Los Angeles, CA
- Industry
- Green Building & Sustainability Consulting
- Key Goal
- B2B Lead Gen
- Platforms
- Google Ads, Microsoft Ads, YouTube
About Verdical Group
Verdical Group is a Certified B Corp sustainability consultancy that guides commercial projects through LEED, WELL, and net zero certifications, with a client roster that includes some of the largest institutions in the country. Their buyers are enterprise project teams with long sales cycles, which means a paid program can look busy for months while producing nothing that ever reaches the sales team. They came to us with a clear ask: make paid search accountable to actual pipeline, not to form fills.
What Verdical Group Was Facing
- Enterprise sustainability services are a low-volume, high-stakes search market. A handful of qualified leads per month is a win, so every wasted click hurts and every lead has to be the right kind.
- The account had no connection between ad spend and what happened after the lead came in. Google could see a form submission but had no idea whether it turned into a real opportunity or a dead end.
- Demand is concentrated in specific metros and service lines. Generic national targeting was spreading a modest budget across searches that would never become projects.
How We Did It
Offline Conversion Tracking From the CRM
We wired Verdical's CRM stages back into Google Ads as offline conversion imports, so the account records not just the lead but whether it progressed to a qualified opportunity and ultimately a closed customer. This changes what the machine learns from: bidding optimizes toward the leads that sales actually accepts, not the ones that merely filled out a form. It also gives us an honest scoreboard, because we can report on pipeline instead of click-side proxies.
Geo-Split Campaigns Around the Services That Close
We restructured search around Verdical's two highest-intent service lines, LEED consulting and commissioning, and split each by metro so budget concentrates where their project teams actually operate. A branded defense campaign protects the name from competitors, and a dynamic search campaign sweeps up long-tail service queries the keyword builds would otherwise miss.
Landing Page Instrumentation That Doesn't Over-Steer
We rebuilt tracking on their dedicated landing pages with a full set of GA4 micro events for engagement, but kept only the true lead action steering the bids. Micro signals inform our analysis; they don't get to tell Smart Bidding that a scroll is a sale. That discipline is why the lead quality numbers below are real.
An Always-On Audience Engine on YouTube and Microsoft
We launched a YouTube engagement campaign to grow Verdical's subscriber base and keep their thought leadership in front of the industry between buying cycles, and extended the program to Microsoft Ads with account-based display targeting built around a named list of target companies plus site-visitor remarketing.
The Outcome
- 27% of paid search leads progressed to qualified sales opportunities in the CRM over the last 12 months
- 17% decrease in cost per lead, comparing the first 90 days of the engagement to the most recent 90
- 15% more leads on slightly lower spend over the same comparison
- Monthly YouTube subscriber additions grew 20x within five months of launching the engagement campaign
- Closed enterprise customers directly attributed to paid search in the CRM
When the CRM talks back to the ad account, a low-volume enterprise category stops being a guessing game: the campaigns learn from pipeline truth, and more than one in four leads earning a spot in the sales pipeline is the proof.
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