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From paid-dependent to organic-dominant in seven months
THE SITUATION
A B2B headhunting firm was running Google Ads with a CPA that
looked healthy and a pipeline that wasn't. Something was wrong
with the data, not the budget.
THE DIAGNOSIS
Cross-referencing search terms with SimilarWeb, SEMrush and
AnswerThePublic revealed the algorithm had learned to optimize
for job candidates, not hiring companies. 85.9% of the conversion
history was contaminated. The low CPA was real, and worthless.
THE REBUILD
New campaign from zero
Negative keyword list with 1,100+ terms
Mandatory company registration field
A CRM funnel that fires the conversion signal to Google and Meta only when a deal is marked Won
That last piece is what changed everything. The algorithm started
optimizing for closed contracts instead of form fills.
In parallel, the full Organum method ran on the site.
THE RESULT
Marketing ROI 1,184%
ROAS 31.9x
B2B cost per lead $6.58, down from $16.94
Close rate 62.5%
And the structural win: organic search overtook paid traffic for
the first time in the account's history. The business became less
dependent on ad spend every month.
The account also began appearing in ChatGPT citations within its
category, with sessions arriving from chatgpt.com in Analytics.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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