That’s exactly what we faced with a campaign for a B2B IT company that offers documentation tools for teams. Their search ads were getting clicks, but conversions were low.
If you're running paid search for a B2B product and seeing traffic but no leads — it's probably not your keywords.
It’s your segmentation.
We knew the problem wasn’t demand — it was message relevance. So we dropped the standard segmentation (like “brand vs. non-brand” or “hot vs. cold leads”) and tried something different.
The client & the challenge
What we did: segmentation by Job Stories
Instead of thinking about leads as hot or cold, we looked at their context – what they were doing, what they were searching for, and what problem they were trying to solve.
We split the campaign into four segments, each with its own messaging. These users weren’t just browsing — they were actively exploring their options.
📈 Clicks: ↑ +400%
📬 Leads: ↑ +48%
✅ Qualified leads: ↑ +23%
By organizing campaigns around Job Stories — the real scenarios users are in — we aligned our ads with what people were actually trying to do. That made the messaging click. And when the message clicks, the leads follow.
And that’s without changing the budget. The performance boost came purely from better segmentation and clearer, more relevant messaging.
What this means for marketers
- You can scale without raising spend — Just focus on high-performing segments
- The funnel becomes manageable — You know exactly which messages work for which scenarios
- You spot weak spots faster — If one segment lags, you know where to optimize