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  • Google Ads, Search Engine Optimization
  • Generate High Value Leads
  • SaaS & Technology

Global Technology & Digital Solutions Agency

Client X is a leading technology and digital transformation agency based in South Africa. The company specialises in strategy, design, and custom software development, serving clients across multiple industries in both South Africa and the UK. Their focus lies in creating scalable digital ecosystems that help businesses modernise, automate, and grow. Since partnering with Ruby Digital, Client X’s objective has been to strengthen its lead generation pipeline through full-funnel marketing – aligning SEO and Google Ads to drive high-intent conversions while improving lead quality and cost efficiency.

94.87%

increase in total contact form submissions

150%

increase in conversions from Google Ads

33.3%

increase in conversions from Organic Search

Brief & Objectives

The Agency approached Ruby Digital to develop a performance-driven digital marketing strategy aimed at increasing qualified B2B conversions.
The core objective was twofold:

  1. Strengthen inbound lead flow through search visibility and paid reach, and
  2. Improve lead quality by refining conversion tracking and aligning campaign intent with business objectives.

Both SEO and Google Ads were positioned as complementary growth engines – with Ads driving immediate, high-intent conversions and SEO building long-term organic authority and pipeline consistency.

Challenges

Before optimisation, Client X faced several key challenges:

  1. Low conversion volume and weak lead quality. Despite consistent traffic, most contact forms were from unqualified or misaligned prospects.
  2. Attribution gaps. Tracking between Ads and CRM systems (HubSpot) lacked consistency, making it difficult to distinguish true MQLs from low-value inquiries.
  3. Competition from larger agencies. With many broad-scope search competitors, The Agency needed a strong content and keyword differentiation strategy.
  4. Limited synergy between SEO and Ads. Initially, both channels operated in silos, with Ads focusing on brand visibility while SEO targeted informational content rather than lead-driving topics.

Collaboration on Lead Grading System

To address quality gaps, Ruby Digital collaborated with Client X to create a lead grading system based on criteria such as project value, location, and service fit.
This system allowed both teams to:

  • Categories incoming leads into “Good,” “Medium,” and “Low” quality.
  • Identify which campaigns and keywords generated the most valuable prospects.
  • Adjust bidding strategies and content focus toward higher-value segments.

As a result, campaign optimisation could be data-driven beyond volume – improving the proportion of qualified leads without inflating total spend.

Our Solutions

Ruby Digital executed a fully integrated strategy that unified SEO and Google Ads under a shared conversion framework:

Google Ads: Campaigns were restructured around The Agency’s key service pillars. A Performance Max rollout complemented search campaigns to expand reach across new audiences while leveraging historical conversion data for automation and intent optimisation.

SEO: A structured content and technical SEO strategy was deployed to strengthen authority across the same thematic areas. This included keyword targeting alignment with Ads and on-page improvements to service and industry pages.

CRO & Tracking Enhancements: Tracking accuracy was improved by refining form event tracking in GA4 and integrating Google Ads conversions with HubSpot data to better identify true MQLs.

Collaborative Optimisation: Both teams worked closely on landing page testing, so high-performing paid campaigns informed SEO content direction and top-ranking organic pages received paid support during peak months.

Results

Between July–September 2024 and July–September 2025, The Agency achieved measurable growth across both channels:

  • Total contact form submissions grew by 94.87%.
  • Google Ads conversions more than doubled (+150%), highlighting improved visibility and intent targeting.
  • Organic Search conversions grew by 33.3%, showing that the SEO-driven visibility improvements are now feeding into conversion performance.

Beyond raw numbers, the lead grading framework revealed that high-quality leads also increased – supported by better keyword targeting, improved ad messaging, and more relevant landing experiences.

Together, SEO and Google Ads created a synergistic growth loop, where Ads accelerated data collection and audience insights, and SEO solidified long-term visibility for those same conversion-driven topics.

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