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

Niche: B2B SaaS in Web Scraping and Anti-Bot Bypass
Regions: USA, UK, Europe
Project Duration: December 2024 – April 2025
Goal: Generate a consistent stream of targeted leads from international markets
🧩 Challenge
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.
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🔍 Phase 0: Audit & Diagnostics
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.

🔄 Phase 1: Full Relaunch (January–February)
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.

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🧠 Phase 2: Precision Tuning (March–April)
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.
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Final
📊 April
  • Conversions: 34
  • CPL: €51.21
✅ At last, high-quality leads came in — developers, B2B teams, and CTOs with clear use cases.
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⏳ Timing Matters: Expectation vs. Reality

With a narrow B2B niche and technical product, results take time. Even with proper setup, campaign performance typically stabilizes over 2–3 months.

📌 Monthly Performance Overview:

✅ Key Takeaways

  • In technical B2B, precision beats scale.
  • Phrase match isn’t always enough — exact match delivers relevancy.
  • Industry-specific messaging = higher conversion quality.
Don’t expect miracles in month one — the 3-month ramp-up is standard, not a delay.

📌 Next Steps

  • landing pages
    Develop landing pages tailored to each industry vertical.
  • Remarketing
    Implement remarketing via GDN and LinkedIn Ads.
  • lead magnet
    Launch English lead magnet funnel (eBook/webinar).
  • Qualify leads
    Qualify leads automatically via integrated forms and CRMs.
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