Case Study: How We Built a Flow of Quality B2B Leads in the Web Scraping Niche via Google Ads

The client approached us after multiple failed attempts to run effective ad campaigns. The product is a technically complex SaaS platform designed for businesses that require large-scale data scraping from websites protected by advanced anti-bot systems like Cloudflare Turnstile, DataDome, and Kasada. The target audience was exclusively B2B: travel aggregators, job boards, marketplaces, fintech, and developers building proprietary scraping solutions.
⚠️ Before our involvement:

• Almost no leads were coming in;
• Many inquiries were irrelevant (from private individuals);
• Cost per lead exceeded €258.

We began with a detailed audit of past campaigns:

• No traffic segmentation;
• Broad keywords with minimal negative keywording;
• Ads that didn’t speak to the pain points of the B2B audience.

💡 Takeaway: In a technical B2B niche, a “set-and-forget” approach doesn’t work. Precision, strategy, and manual tuning are critical.

Keyword Strategy

• Rebuilt the semantic core focusing on low-volume, high-intent keywords like headless scraper for travel, bypass datadome python, proxy rotation API.
• Removed all search intents associated with private users (e.g., “how to build a scraper”, “scraper free”).

Ad Copy

• Rewrote ads to focus on real business pain points:
• “Automated data scraping from protected sites”
• “Scale web scraping without blocks”
• “B2B-ready infrastructure for anti-bot bypass”

Campaign Setup

• Launched campaigns with phrase match + detailed negative keyword lists.
• Targeted only English-speaking, high-revenue regions.

📊 February

• Clicks: 4.68K
• Impressions: 150K
• Conversions: 33
• CPL: €53.26

📌 Lead volume improved, but nearly 50% were still outside the target profile.

We reviewed conversions and noticed that even with phrase match, many queries were broad or amateur-level.
Improvements Implemented:

• Shifted all keywords to exact match.
• Narrowed keyword list further to only include highly specific B2B terms (e.g., python scraper for hotel aggregator).
• Tailored ad copy per industry vertical — travel, jobs, real estate, marketplaces.
• Expanded negative keyword list to filter by region, user type, and intent.

📊 March

• Conversions: 66
• CPL: €25.89

📈 Lead volume doubled, but quality still varied.

📊 April

• Conversions: 34
• CPL: €51.21

✅ At last, high-quality leads came in — developers, B2B teams, and CTOs with clear use cases.