100 to 450 Monthly B2B Leads for a Utility Comparison Site

This client runs a business utility comparison site, helping companies compare and switch suppliers. Paid search is their primary acquisition channel, and when we took over management in August 2023 the Google Ads account was already live and generating a solid level of activity under in-house management.

Since then we have managed the account continuously, improving lead quality, increasing conversion volume and making the channel significantly more efficient. Comparing August 2023 with August 2026 gives a like-for-like view of how the campaigns have developed over three years: click-through rate up from 3.14% to 5.63%, conversion rate up from 5.92% to 16.21%, and cost per conversion down from £33 to £13.92. Conversion volume rose from around 100 mixed leads a month to more than 450, all of them B2B.

The commercial impact is clearest against the cost of externally purchased leads, which had been running at £140 to £250 each depending on quality. The campaigns now deliver B2B conversions at roughly £13 to £15. That consistency has built confidence at management and board level, and the same strategy has since been rolled out to two additional websites, which are generating leads at a similar level. Google Ads is now established as a reliable and scalable source of B2B lead generation for the business.

When we took over in August 2023 the campaigns were run in-house and already active, generating around 100 mixed conversions a month at £33 each with a 5.92% conversion rate. The account was also pulling in B2C enquiries when the business needed B2B leads. The alternative, buying leads externally, was costing £140 to £250 per lead depending on quality.